Companies Tweet For Attention
MICHELE NORRIS, Host:
From NPR News, this is ALL THINGS CONSIDERED. I'm Michele Norris.
ROBERT SIEGEL, Host:
NPR's Laura Sydell reports.
LAURA SYDELL: Unidentified Woman: The President of Poland...
(SOUNDBITE OF TV PROGRAM, "LOPEZ TONIGHT")
GEORGE LOPEZ: Conan O'Brien will be joining us on late night on TBS.
(SOUNDBITE OF CHEERING)
(SOUNDBITE OF SONG, "BABY")
JUSTIN BIEBER: (Singing) Baby, baby, baby. Oh...
SYDELL: First, to research analyst Augie Ray.
AUGIE RAY: They'll get a chance to see what is being called a promoted tweet that stays constant, as opposed to other tweets which constantly flow down the page as new tweets come in.
SYDELL: Ray says advertisers are going to have to think differently if they want their ads to be effective.
RAY: This is not an ad where you get to talk about yourself exclusively. It's an ad where you either create dialogue or you create value for others. And if you fail to do so, then your ad simply won't appear for very long at all - people vote it out of existence.
SYDELL: Gartner analyst Andrew Frank says today's announcement was modest but there's more to come.
ANDREW FRANK: They made it pretty clear that this was the first phase of something that they expected to refine over a long period of time.
SYDELL: Laura Sydell, NPR News, San Francisco.
NPR transcripts are created on a rush deadline by Verb8tm, Inc., an NPR contractor, and produced using a proprietary transcription process developed with NPR. This text may not be in its final form and may be updated or revised in the future. Accuracy and availability may vary. The authoritative record of NPR’s programming is the audio record.