January 31, 2012 Leave a comment
Social monetization myths abound. They run the gamut from assertions that Kim Kardashian gets $10,000 per tweet (true, according to NYMag) to the inference of a “free” social media in the headline of the Business Insider article “P&G CEO to lay off 1600 after discovering it’s free to advertise on Facebook and Google” The reality is that for the right audience the monetization of a content via Twitter can been connected with legitimate analytics to a figure of about $58 per character (using an $8,000 per tweet value) in each tweet according to the same NYMag article.
The analytics come in this case from Ad.ly – a company that is known as one of the leaders in the realm of identifying “influencer” celebs (aka the ones that have built a strong following) and connecting them with audiences. On their website they identify moms, sports fans, teen girls, teen boys, women 18-34 and men 18-34 as the audiences that match up with the celebs who monetize their fan worship with overt endorsements. Segmentation that matches nicely with the markets that are high users of the platform such as followers of sports and reality TV (both consistently score high in Rentrak social media index).
The most popular measurement of Twitter monetization is the case of Charlie Sheen’s tweet. NYMag reports; “Sheen’s tweet for Internships.com generated 95,333 clicks in the first hour and 450,000 clicks in 48 hours, created a worldwide trending topic out of #tigerbloodintern, attracted 82,148 internship applications from 181 countries, and added 1 million additional visits to Internships.com.”
Sheen was reportedly paid $50,000 for that tweet – about $147 per character. Yah, Twitter is not just about what folks had for lunch today. Myth debunked!
Room for Discussion
Do you think that the price of the tweet is worth the response. How does Charlie Sheen’s tweet pricing and response compare to other options you could purchase with $50,000?