Social media giants offer adverts to freelancers

A new advertising service from Twitter is set to be snapped up by freelancers and other small businesses who are struggling with a steep rise in marketing costs.

The service, which does not levy fees for users’ organic activity on the network, has gone live in the same month that the FPB counted small traders’ marketing bills to have leapt by 78%.

According to the social media giant, the self-service platform can be set up in minutes to let small traders target Twitter users – even those not following them – with their advertising.

“If you can Tweet, you can advertise on Twitter — all you need is a Twitter account and a credit card,” explained Ravi Narasimhan, a product manager at the company.

“You’re in control of your ads, the audience you want to reach, and of course your budget. Best of all, you will only be charged when people follow your Promoted Account or retweet, reply, favorite or click on your Promoted Tweets. You are never charged for your organic Twitter activity.”

To support the roll-out, service partner O2 Business will offer marketing tips and best practice advice for Twitter users to get more out of the network, including a tool to monitor activity.

The group is also awarding £50 Twitter ad credit for free to customers who use the ‘social league’ tool, which lets small firms track and rank themselves against other firms in the same sector, or region, who have signed up.

“During conversations with our small business customers we are often told that what they really need is advice to understand how they can use platforms like Twitter”, said O2’s Ben Dowd.

“We believe that it’s our responsibility as both a large corporate and a digital services company to guide them [and] that’s why we are investing our time, money and expertise in this new social insights platform.”

Not wanting to be outdone, Facebook has extended its targeted advertising services to the UK’s small firms, who can now access a ‘custom audiences’ feature, previously reserved for big businesses.

The social network explained: “You can use Custom Audiences to target groups of customers in your ads by first identifying the groups of customers you’d like to reach. This might be subsets of current customers, prospects, loyalty club members, current or lapsed users or anyone you want to reach with highly targeted message.

“You can create a Custom Audience representing any group of customers or prospective customers that you'd like to reach with targeted Facebook Ads. For example, you could run a campaign to get more likes for your Page that is targeted at your current customers who haven't liked your Page.”


21st November 2013

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