Twitter and Foursquare Make Changes Businesses Will Appreciate

change aheadBoth Twitter and Foursquare are powerful tools when it comes to marketing your business, large or small, brick-and-mortar or online. Yesterday, both companies made some great changes to their advertising policies or tools – and businesses are sure to like these changes. When advertising is made easier and more efficient, it’s a good idea to pay attention!

Foursquare: Open Season On Ads

Just about everyone knows how easy it is to communicate, brand, and advertise to consumers on Twitter. However, much of Twitter’s appeal rests in the online world. That’s not to say it isn’t effective, but many brick-and-mortar businesses can get more out of Foursquare.

Foursquare is an especially good tool for brick-and-mortar businesses because its primary offering is based on location-based outreach, advertising, and marketing. Back in September, fellow CEM writer Elizabeth wrote about Foursquare’s new advertising approach, which allows “brands to target users after they have checked into a location.” It sounded great a month ago, but unfortunately only 50-100 advertisers on the service were able to do so.

Now that has changed. Foursquare has opened up its advertising system to any and all small businesses! As Andrea Huspeni reports on Entrepreneur, “Foursquare Ads … allows companies of any size to create an ad by uploading a picture of the business, along with content,” which includes discounts, reviews, and even tips.

Another aspect makes the new advertising system even more attractive for buyers. Jennifer Van Grove writes on CNET that the ads “are being offered on a pay-per-action basis” meaning advertisers pay when the ad results in an action by the consumer. That’s a good thing seeing as Foursquare only (supposedly) made $2 million in revenue last year, which doesn’t look good for the amount of investment they’ve been raking in.

Twitter (Finally) Makes it Easy to Schedule Tweets

Before long, you might be able to delete your Hootsuite, SocialFlow, or other similar app. On Monday, Twitter added an important feature to its advertising tools that, as Kurt Wagner writes on Mashable, enables “marketers to schedule and publish tweets directly from Twitter.”

It looks like Twitter did everything right with this update. Emil Protalinski reported yesterday on The Next Web that the “scheduled tweets can be coordinated with new or existing Promoted Tweet campaigns.” Now advertisers can use Twitter itself, rather than a collection of apps that have handled scheduling for people and companies for quite some time.

One Thing to Remember About Scheduled Tweets

As a side note, if you decide to use scheduled tweets, you may want to make sure you remain vigilant of what you’re tweeting and when. Events can change and a tweet that misfires even by pure coincidence can bring a storm of bad PR on your business or agency. Schedule tweets that aren’t likely to get you in hot water over something unexpected. And, at the very least, keep an eye on an event you’re relying on to reach consumers.

Are you happy about the changes to Foursquare’s and Twitter’s advertising systems? Are you going to drop scheduling apps and use Twitter’s native interface?

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Patrick currently lives in Somerville, Massachusetts, where he is studying for a Master's Degree in Intercultural Relations. Upon graduation from Penn State in 2008, he spent two years overseas in Kyrgyzstan with the U.S. Peace Corps. While writing is currently his chosen way to put food on the table, he loves fitness and exercise, which he believes makes up for his avid computer gaming habit.

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