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Why Isn’t Your Company ‘Social Intent Marketing’ On Twitter?

Have you ever tweeted a complaint to a company and been frustrated by the lack of response? Old news, right?

How would you feel about getting a tweet back from that company’s competitor offering a solution or a deal to switch to them? Sounds lovely, doesn’t it?

Well, it isn’t happening so much on Twitter yet, but things are headed that way – fast. And smart marketers are taking note.

LocalResponse is a service that creates ads that respond to social media conversations and, according to AdAge, this means its technology will allow brands “to serve ads targeted to what customers tweet.”

If a Twitter user tells her followers she just finished a jog, Coca-Cola can immediately deliver her a Dasani ad on almost any website backed by an ad network such as AppNexus.

The technology works by connecting cookies to Twitter accounts. These cookies last for 30 days and allow advertisers to immediately target users on PCs based upon the language used in their tweets. The technique results in higher click-through rates, according to CEO and co-founder Nihal Mehta.

But even if you aren’t able to afford such a service like the CocaCola’s of the world, you can create your own social intent marketing plan by setting keyword and hashtag alerts via SocialOomph and similar services.

Here’s how it would look: You set a keyword alert for a competitor name and/or specific words like “hate X” or “worst flight” and monitor the results. You see someone tweet their dissatisfaction and you swoop in while they’re still ticked:

And sure – this isn’t a pop-up ad, but isn’t a personal touch more effective anyway? And although ads popping up in response to tweets are smart from a company standpoint, they’re creepy from a consumer standpoint. And we’ll likely see them sent to us via @mention on Twitter once it inevitably becomes part of its advertising platform offerings. Yuck.

So yes, LocalResponse may have coined the phrase (not sure if they did), but “social intent marketing” can really be what you make it. Just do us all a favor and don’t send out automated spam. Do it right or don’t do it at all. Besides, “bot” tweets won’t be nearly as effective – how could they be?

(Image from Shutterstock)

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