Advertising on Twitter? There are a number of factors to consider: use of hashtags, use of keywords, target audience and locations. But also choosing the type of adverts is important: promoted tweets, or promoted trends? Our research shows that promoted trends lead to higher number of tweets, while promoted tweets lead to higher user engagement, which may be the ultimate measure of success. For a use-case study, see:
Shana Dacres, Hamed Haddadi, Matthew Purver, “Topic and Sentiment Analysis on OSNs: a Case Study of Advertising Strategies on Twitter”, arXiv, December 2013 (PDF)
Meeyoung Cha, Hamed Haddadi, Fabricio Benevenuto, Krishna Gummadi, "Measuring User Influence in Twitter: The Million Follower Fallacy", in ICWSM 2010, 4th Int'l AAAI Conference on Weblogs and Social Media, May 23-26, 2010, George Washington University, Washington, DC (paper) (NYTimes coverage ) (Harvard Business Review coverage ) (Media coverage)
