Twitter’s $48 Million in Free Media

Picture 4I thought this was very interesting from AdAge:

Twitter’s been the toast of TV news programs, daytime talk shows, magazine editors and newspaper reporters. But what’s all that chatter worth?

According to news-monitoring service VMS, a cool $48 million over the past 30 days. (That’s half of what Microsoft plans to spend marketing its biggest product launch of the year, Bing.)

Twitter received almost 3 billion impressions — 2.73 billion, to be exact — in the past month, a time period that doesn’t even include the frenzied weeks in April in which Oprah and Ellen weighed in on the micro-blogging service.

Most startups rely on PR and media coverage instead of marketing for obvious reasons (cost). But there’s no way really to generate something like this without the help of external events such as the Iranian elections and their aftermath.

And here’s the ironic tale of another startup PR launch that largely failed, only to see success after the fact based on an unintended article discussing the strategy behind the launch.

8 Responses to “Twitter’s $48 Million in Free Media”

  1. Tim Cohn Says:

    If major brands like Best Buy who now include a Twitter address in their TV spots

    http://www.twitter.com/twelpforce
    http://twitter.com/BestBuy

    adopt similar strategies, Twitter will realize a quadratic increase in impressions (PR and paid) along with networked brand lift.

  2. Greg Sterling Says:

    In a way it’s potentially more successful than a URL.

  3. NewSunNetworks — Blog — Twitter’s $48 Million in Free Media Says:

    […] here to see the original: Twitter’s $48 Million in Free Media  SHARETHIS.addEntry({ title: "Twitter’s $48 Million in Free Media", url: […]

  4. Tim Cohn Says:

    Yes… not sure if brands beyond early adopters like Best Buy will reach the same conclusion.

  5. twitter backgrounds Says:

    If only we could get that much media. We’d be able to grow at that rate too🙂

    It’s because everyone is adopting their platform and using it to benefit themselves.

  6. Darren Pearce Says:

    Given that Twitter is a free promotional resource that anyone can use, is this now impacting on marketing & PR firms or are they adapting their client services to incorporate a Twitter campaign offering? Twitter has proved invaluable to help spread awareness of VoloLegal and in truth has probably saved us thousands of pounds we don’t have in marketing costs…I just wonder how many other companies are replicating that model and going down the DIY PR route?

  7. Tim Cohn Says:

    I guess I’m glad to learn TechCrunch comes to your blog for story ideas.

    http://www.techcrunch.com/2009/07/21/best-buy-goes-all-twitter-crazy-with-twelpforce/

    and that Twitter gives TechCrunch the credit.

  8. Greg Sterling Says:

    That was you that pointed out those use cases🙂

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