Week 5 E-Portfolio: Twitter Business Models

This e-portfolio analyzes Twitter's business model and monetization strategies. It examines key performance indicators (KPIs) such as engagement levels, website traffic, and lead generation. The portfolio discusses various methods for leveraging Twitter for business promotion, including targeted advertising, utilizing Twitter's search engine, and implementing different ad models like pay-to-opt-out. The author explores how Twitter's real-time data and user interactions represent valuable assets that can be monetized through keyword purchases and targeted advertising campaigns. The analysis also touches upon the challenges and potential limitations of certain monetization approaches. The references cited provide further insights into the discussed concepts and strategies.

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Business Models and Concepts
Institutional Affiliation
Courses
Instructor
Date of Submission

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Benchmarks to Assess Companies like Twitter
1. Engagement level
It would be important to monitor the level in which a company engages its stakeholders,
workers, and even the customers. A company like Twitter, for instance, has Twitter Ads that one
would use to gain insight on the level of engagement as well as the number of impressions with
regards to click and retweets (Poretsky 2017).
2. Traffic Metric
While using Twitter, one can share. It is through such that one has the manner in which
the audience enjoys Tweets. Twitter Ads should also be noted to be far much better a way of
tracking clicks via Google Analytics.
3. Leads Generated
Marketers can as well use leads for the purpose of monitoring. These are those
individuals interested in one’s online products. These individuals may be entering their
information on the company’s landing page to get content. One of the ways by which a company
can track its number of leads is through tracking email addresses within the market activity. A
lead is recognized as one only if information gets submitted (Poretsky 2017).
Communication via Twitter
Twitter is no longer just a social networking platform but a digital landscape that is well
established. Having such in mind, several companies are exploring the Twitter features to
promote their businesses, have clients engaged in business processes, and also provide services.
This platform happens to be a strange place with a mixed form of complexity. It uses a set of 140

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characters to send a message via the use of hashtags (Kishinchand 2016). The process of
messaging includes:
a) Creating an account
b) Starting to tweet and retweet
c) Promoting the account
Twitter’s most important asset
The most important assets of Twitter are the real time observations, comments, as well as
opinions that the audience gives. Another important asset is the search engine which has the
ability to mine tweets in a given pattern (Fishkin 2008).
1. Targeting Tweet Ads – these tweets are unlike tweets for broadcast ads since they
don’t rely on the history of users for them to be effective.
2. Opt-In Geo-Tweet Ads – these involve having a location tweeted via messaging.
Such is a solid concept although its rates of adoption would likely be low.
3. Pay-to-Opt-Out of Ads – These are ads that are gone for when one doesn’t want to
receive either sponsored tweets or Tweet ads.
Monetizing the Assets of Tweeter
Twitter’s assets can be monetized via:
4. Purchasing Keywords – Each and every time one tweets a word, an advertiser can
take such an opportunity to message them concerning their tweeted words. In such a
way one can make money based on purchases made.

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5. Using Twitter Search to locate Search Ads – There are relevant ads on the search
tabs. That company can link their ads to.
6. Having Power Accounts charged – Using power accounts, one will be followed for
free by the first 1,000 individuals after which the other followers will have to pay $50
annually to follow one with a power account.
7. Targeting Tweet Ads with regards to history of tweets – these tweets are unlike
tweets for broadcast ads since they don’t rely on the history of users for them to be
effective.
8. Going for the Opt-In Geo-Tweet Ads – this involves having a location tweeted via
messaging. Such is a solid concept although its rates of adoption would likely be low.
9. Going for the Pay-to-Opt-Out of Ads – These are ads that are gone for when one
doesn’t want to receive either sponsored tweets or Tweet ads.

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Reference
Fishkin. F. (2008). 7 Good Twitter Monetization Strategies (and 7 That Suck). [online] moz.com.
Available at: https://moz.com/blog/7-good-twitter-monetization-strategies-and-7-that-
suck [Accessed 8 Sep. 2017].
Kishinchand, S. (2016). Use 5 Best Twitter Metrics To Assess Performance. [online] Digital
Vidya. Available at: http://www.digitalvidya.com/blog/use-5-best-twitter-metrics-to-
assess-performance/ [Accessed 8 Sep. 2017].
Poretsky, S. (2017). How to Communicate With Twitter Users. [online]
Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/communicate-
twitter-users-52894.html [Accessed 8 Sep. 2017].