Managing director of Twitter East Asia James Kondo (pictured) believes the future of the Twitter, and social media in general, lies in its potential to sync with TV appearances.
â€śWeâ€™re working really close with television. People are always talking of the shifting of the TV age, but itâ€™s still a very much prominent medium in the industry,â€ť Kondo told the audience at Social Media Matters in Hong Kong yesterday.
â€śPeople turn on the TV because of something they found very interesting. So, what happens on Twitter is real-time feedback from the community when users tweet about a programme.â€ť
Currently, brands can promote their @username or a campaign-specific hashtag to get people talking about their campaign â€“ or even set up Q&As or live discussions.
Alternatively, it also offers a TV Ads dashboard, which aims to help marketers align their Twitter engagement with whatâ€™s shown on television. What this means is Twitter tracks users who are tweeting about a certain programme and assumes that if theyâ€™re dedicated enough to share it, they will see the commercials around the show.
As a result, Promoted Tweet content can be tailored to complement the campaigns on television.
â€śTV works in getting engagement, so what Twitter is trying to offer is to help advertisers maximise their TV dollars by promoting conversation that is happening in real time.â€ť
Though all social media platforms are becoming increasingly innovative in their ad solutions, Kondo said that Twitter doesnâ€™t have any real competition that â€śallows for open, real-time conversationâ€ť.