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The Tweet Fee
-Andrew Grossman
April 14, 2009
Have you ever received
a personal email from Ashton Kutcher? Neither have I. I do, however, along
with 87,000 or so other people, follow Ashton's tweets. He just likes to say hi,
or talk about the noisy construction coming from his neighbor's house, or
ruminate on the Lakers chances in the playoffs. Just chit-chatty kind of stuff,
but I have really gotten hooked on seeing what this guy has going on. I almost
feel like we are pals. It's gotten to the point where one of the main reasons I
access Twitter is to catch up with my bud.
Now consider that
Twitter, which is currently talking with Google about partnering up, is in the
elusive business of making serious money from a social networking site. No media
company is completely sure how to do that yet, but they know it involves getting
ads in some form in front of viewers without alienating the viewers to the
extent that they go to another site. To achieve this the viewer must not feel
she is being sold a product, but rather is sharing a lifestyle with a friend.
Thus, rather than put ads on existing shows, or product endorsements on other
people's movies, advertisers are producing their own shows in which the
characters use the products in their every day lives.
Pair up this trend
with the amazing ability of Ashton to draw people to Twitter. His micro-blog of
140 characters of content is a major selling vehicle if Twitter can figure out
how to fit an ad facing on a tweet entry. What form would this ad take? A link
at the bottom of the tweet to an ad display on the cell phone? A direct product
endorsement from Ashton in his tweet? The real breakthrough has already been
made: through the combo of the human attraction to techy devices, which
movie stars share with the rest of us, and the speedy sharing of your 'personal'
life that Twitter allows, the ad industry can now draw on a direct relationship
between endorser and consumer. Taking advantage of the interchange will be
relatively simple.
Next on the Twitter
front: the first novel written and published by Stephen King in 140
character tweet installments.
Category: Twitter,
Celebrity Content,
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