Question submitted by
Liz Pullen : Follow her at @nwjerseyliz
Question
At some point, you might take into account the fact that Tweets are distributed to many other venues. My Tweets are posted to my FriendFeed account (where I have almost 1 thousand subscribers) and my blog (and other people post to their Facebook account). So, the advertisers could, potentially be getting twice or three times the exposure than just on Twitter.
I realize it would complicate things to try to figure all of this out for each Twitterer but I think it is a selling point to advertisers that, at least for me, they are reaching a secondary audiences such as FriendFeed.
Ted’s Answer
Liz, you bring up a great point. Tweets are being syndicated to Facebook, FriendFeed, blogs, twitter meme sites and beyond. We recognize that this is a benefit to the advertiser, but unfortunately there is no way for us to easily track this across so many platforms and permutations. While followers are important, Sponsored Tweets relies heavily on follower activation. It is easy to get a large following or to distribute content over a wide syndication network. It is much harder to activate people and have them click on a link inside the tweet itself.
We use clicks as our primary way to gauge activiation. More clicks will lead to a higher FAR and lower Cost Per Click for the advertiser (better ROI). While we can’t calculate the total reach outside of Twitter we can track the total clicks no matter where the tracking URL you are provided is distributed. Your additional reach on Facebook and FriendFeed will help you generate more activiation and should create a more favorable advertiser experience.
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