Twitter’s Rules Social Media Resonance

Twitter’s new advertising business model will affect you and helps you learn why social media changes everything.

Twitter on Resonance

We are launching the first phase of our Promoted Tweets platform with a handful of innovative advertising partners that include Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America—with more to come. Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users.”

Sony’s participation signals a deep understandinf of how resonance will impact the Media and Entertainment market spaces which we cover @ResonantView which is undergoing a ‘resonance’ re-branding.  Resonance Metrics are provided by SEO reports which add a unique twist to resonance measures. 

SpeedSynch internet marketing tools software calculates resonance by using ‘semantic’ meaning rather than words as Tweets evlove as they become RT or re-tweets or mentions but their core meaning is intact!  We discuss the use of semantic meaning and retweets at my Semantic Blog.

What is Resonance?

Resonance is sound that travels in the context of Tweets.  The farther and longer a Tweet travels, the more value it should be to the people and corporations that benefit from actions inspired by the Tweet.  Currently it is generally assumed that people will ‘Re-Tweet’ or pass a Tweet along though many and soon most will ‘add’ their own tags to also ‘ride the Tweet’ as much as possible.

Advertising Age’s ResonantView

“Twitter is developing a performance model that could be the basis for pricing based on a metric called “resonance” — impact judged on how much a tweet is passed around, marked as a favorite or how often a user clicks through a posted link. Ads that perform well will stay in the system; ads that don’t rise above the resonance score of a typical tweet from a marketer will fall out. Ultimately, Mr. Costolo wants marketers to pay for ads based on the lift in resonance over a standard tweet.”

Riding a Tweet!

Where possible add a small ‘sparkle’ or story tag so that any Tweet with potential to go a long way also carries your story tag with it!

Measuring Tweet Resonance

Twitter’s ‘trending’ tools and other tools that we expect them to introduce are the easiest way to measure.  Our recommendation is to stay with the Twitter tools for now as the model is changing quickly and so will the measures.

Buying Resonance Words

New companies will try to sell you ‘resonance’ or rather the words that are trending.  Don’t do it!  Twitter changes in milliseconds and by the time you decide that spending more on resonance is worth any investment it will have changed.

Drop a pebble in a pond and bett on how long a ring will be visible is as close as I can get to describing why buying resoance words may not help you or your company.

How to use Resonance

One way to use resonance is to understand the ‘meaning’ behind the resonance and then identify if it resonates with your product or service.  When you find resoance echoes that reflect your product values post content or buy ads or adwords associated to the people or sites there.

Resonance and Company Profits

In the Resoance SEO Reports below we compare an ‘original’ blog post and one that references or resonates with it.  Understanding that resonance is more than Re-Tweeting is important.  Tweets or blog posts can ‘resonate’ by containg the meaning of the orignating post or Tweet.  Why pay for influencers when content is what inspires actions?

Note:  click on diagram to enlarge, click again or zoom with browser.

SpeedSynch measuires SEMANTIC RESONANCE important because of Twitter's Resonance Ad Model

SpeedSynch Resoance comparison--See Twitter's Resonance Ad Model posts.

Join us @SpeedSynch to explore how Twitter’s Resonance impacts you, your products and your company!


Nick Trendov


3 Responses to Twitter’s Rules Social Media Resonance

  1. Pingback: Mobile, Marketing and TransMedia Rules — #IN « SpeedSynch

  2. Pingback: library knowledge #IN Resonance « Brand Wars

  3. Pingback: library knowledge #IN Resonance « #transmedia

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