Twitter branded pages for business

Twitter bird

 

I’ve been playing around with Facebook and Twitter today as I’ve created a Twitter course that I’m advertising on Facebook.  I came across this article on Marketing magazine which mentions that Twitter will be offering brands the opportunity to have Facebook style pages.  This is presumably so that Twitter can take advantage of the advertising revenue this generates.

 

I’m not sure that this will be a complete success.  only 50% of views are to the Twitter web api, with the rest coming through clients like Tweetdeck, hootsuite, Thwirl,  Seesmic and Twinbox on the Desktop, Twitterberry, MetroTwit, MoTweets, Twingo, Twitdroid on mobile PC.  The list goes on.  Some of these apps give adverts with the free version of the application, and an ad free experience with paid for applications.

So what would Twitter get out of offering branded pages?  they already get limited revenue from promoted tweets, promoted accounts and promoted trends.  Branded pages would need to offer the user more than the current Twitter web page experience.  More interactivity, more engagement. Users interact with the brands that they have a relationship already.  What is going to make them change their ways of interaction?

Features, features, features…

If the page doesn’t deliver a great user experience, then the user will turn away and could stop interacting with the brand completely.  There will be a few big names clamouring to have their own branded Twitter page. Facebook has challenges with the fact that news feeds are becoming boring, and have turned off status updates to ALL of your friends.  (If you didn’t know this, here’s how you restore access so that everyone sees your status updates)

Twitter needs a revenue stream, Facebook has a great revenue stream from advertising.  Perhaps a licencing agreement with the companies that create apps that connect with the Twitter api might be better than branded pages.  Then analytics, client apps, integrated apps would pay a fee like search companies do to access Twitter data to expose in search results.  That might be better than creating a page that hardly anybody visits…