The Twitter stream's energy has been tapped largely for advertising purposes so far, but this week commerce dominated the feed as American Express announced Sync With Twitter, allowing cardholders to make certain purchases without leaving Twitter or entering personal data. Social Commerce Today explained how the system works and Marketing Land provided a detailed walk through of how consumers sign up for the program. The WSJ Digits blog spoke to both sides about the implications of Twitter commerce.
AmexSync isn't entirely without precedent. Amex card holders have been able to Tweet for a discount since March 2012. Twitter users have been able to buy via Tweet through Chirpify. Digital Trends got some historical perspective and outlook from Chirpify, which is positioning itself as a multi-platform service and probably regrets having a logo of the Twitter bird holding a greenback in its mouth.
Security concerns and privacy will, once again, need to be addressed. Business Week devoted much of its analysis to considering if users will adopt commerce on a social network, likening it to keeping up with friends via PayPal. Amex most certainly winced when 250K Twitter accounts were hacked on February 1.