Twitter Promoted Accounts Case Study Leaves Something to be Desired

…which is why, I’ll be putting together my own.

But, let’s get to the “officially” published version first.

A few weeks ago, I posted an article on Twitter’s Promoted Accounts product, and how it could be useful for businesses or individuals looking to increase their exposure on the social network.

Just the other day, I happen to receive an email containing a Twitter Promoted Accounts case study, one that Twitter themselves put together based on the success of DJ photographer Drew Ressler. Rather than rehashing what’s already been, uh, hashed(?),  here’s a screengrab of the case study itself:

(click on image for full-size view)

So, 1300 new followers at less than $.30 a piece. That’s great. But there’s a lot more I’d like to see from this Promoted Accounts case study than just those high-level metrics.

Most importantly, how many of those 1300 accounts were real, and not just bots?? Anyone with some time on Twitter knows that spambots are prevalent on the social network, and I’d love to know the ratio of active, real-people accounts to those that are just throw-away profiles. I would also be curious to know if Twitter has some way of not counting any spambots against your cost per follower; after all, I sure as hell wouldn’t want to be paying for a robot.

What about retention rate? I’d love to see how long each of those new 1300 followers stuck around after the campaign was over. Maybe a 30, 60, 90 day benchmark? Granted, this is a relatively newer product, so maybe those figures aren’t available just yet– but it would be interesting to know if tracking this metric were even possible.

As I mentioned before, putting dollars behind a social media marketing product like Twitter Promoted Accounts means first having a strong social strategy. Investing in followers, even for socially-established brands, is still a relatively new tactic for engaging with fans, and isn’t the “first step” in getting involved in social media. It may be a way to help build up a following online, but first, you should have a good idea on what you’re going to do with them.

Again, there’s much more of a deep-dive I’d like to see on the next Twitter Promoted Accounts case study, but, hey, it’s a start. Anyone out there taking advantage of this yet? I’d really be interested to see some results.

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