Paying for intent
Monetization continues as a trending topic for the major social networks in 2013. This week Twitter announced keyword targeting, a scaled down version of the Google AdWords approach of selling intent based on specific words typed by the user. Search Engine People looked at real world examples of the new features and 360i provided a thoughtful 3 things for marketers to keep in mind. Intent has always been tricky, however, and Venture Beat came up with a number of instances where Tweets are different than search queries and keywords might not mean what they seem.
Facebook has also been busy offering new ways to reach prospects. They recently announced the ability to target users based on 3rd party data that indicates a specific purchasing intent. To combat claims of click inefficiency, Facebook has also released a new cost per action program so that advertisers can only pay for the clicks that really matter to them, such as Likes and offer claims.
Early this morning Twitter officially announced Twitter #music, a music discovery app based on Tweet trends. Gizmodo provides the details on the latest social music effort, which is starting out life as an iOS app but there is also a web version that is rolling out today.