There was a time when everyone wanted to know what a Facebook fan was worth. Estimates varied, and, of course, it depended on many factors. Much of this was losing the forest for the trees, but Facebook encouraged this by pretty much selling fans in its earliest ad products.
With Twitter becoming a major platform, and devoted to being a media company at the same time, the question arises what a Twitter follower is worth. It looks like the number is $2.50, at least for me. Twitter sent me an “invite” to advertise myself to new followers and recommended I pay up to $2.50 per new follower.
Is that steep? There are, of course, arguments on both sides. The pros would say that a Twitter follower is a persistent connection. The lifetime value of this, or at least until the follower decides she’s had enough of your blather, is quite high. The con is pretty simple and troubling: Twitter is renting you this follower.
My personal account aside, as a media business, Digiday wants to get new followers and fans and email subscribers. But there’s no question which connection I’d rather have with our audience: email. With email, we own the data, not Twitter or Facebook. Facebook’s struggles with brands come down to this: They’re not selling connections, they’re renting them. And it’s better to own than rent over the long term. A year ago, I asked marketing execs from MTV and Virgin which they’d rather have, if they could choose one way for a consumer connection: Twitter, Facebook or email. Both said email.
Platforms face many challenges, but this one is paramount for Twitter and Facebook. Brands won’t want to pony up big money for connections that are often fleeting and that don’t give them control. Otherwise it’s impossible to attach a lifetime value to a Twitter follower or Facebook fan. Platforms may want to play landlord, but they’re going to have unhappy tenants.
Image via Shutterstock.
Why rent-to-own brand Aaron’s tapped Mr. T to enhance brand awareness
Rent-to-own retailer Aaron's is looking to boost brand awareness through bilingual TV spots as well as out-of-home and print ads -- all with a little help from Mr. T.
Member ExclusiveMedia Briefing: Publishers confront crypto’s bear market
In this week’s Media Briefing, media editor Kayleigh Barber reports on how publishers are adapting their blockchain-related efforts amid crypto's bear market.
Cannes Podcast: Jellyfish CEO Rob Pierre believes in prioritizing platform partners as much as clients
Jellyfish keys on two philosophies – no regions or divisions – and the network treats the major platforms as importantly as it does its clients.
SponsoredFor brands, first-party data is unlocking the cookieless ecosystem
Bill Masterson, President, Publishers Clearing House A dominant factor guiding the industry has been that cookies and mobile app IDs are vanishing and will be replaced by some mixture of new and emergent identity solutions. As a result, the market is alive with new and exciting alternatives to replace the third-party browser cookie and mobile […]
Omnicom wraps its Cannes e-commerce blitz with Kroger Precision Marketing deal
Kroger will feed its stock-on-shelf data sets on a daily basis to the Omni marketing orchestration platform that underpins all Omnicom agencies.
Publishers grapple with younger audiences avoiding the news
People under 35 are avoiding the news. At a Reuters event, publishers discussed ways to address the challenge of reaching young people.