December 18, 2012
Retailers are taking a more aggressive approach on Twitter this holiday season, using the social network to heavily promote products and deals. An example of this strategy involves Best Buy, which is using Twitter differently this year than it did in the past. “Last year, the electronics retailer bought ads on Twitter to promote sales the week of Thanksgiving, and not much else,” writes the Wall Street Journal.
“But this year,” it continues, “Best Buy plotted an eight-week Twitter barrage. The retailer has been hosting Twitter “parties” — hourlong blocks for groups of people such as moms or fitness buffs to gather on Twitter and get gift ideas.”
“We know what works, and we’re ready to bring a lot of assets to bear” with Twitter, says Alix Hart, vice president of paid and earned media for Best Buy. She also notes that Best Buy is spending 59 percent more on Twitter marketing during the 2012 holiday season compared with 2011.
Twitter understands how valuable corporations are to the site. It has begun pitching retailers on a system that allows them to target ads at Twitter users based on hobbies and tracked brands.