If people talking about how amazing social is as a media distribution and buying platform spontaneously big banged a universe of effective buying platforms and software then we would all be good to go. Unfortunately, as usual, the hype isn’t reality. Facebook has become the staple in paid social and everyone else is trying to be relevant. Twitter audience insights is a good start but that’s about all it is. Twitter could learn a few things from Facebook and if they do (and I assume it’s in the pipeline) that plummeted Twitter stock is probably a good buy.
- No tailored audience data. You have to execute campaigns against a tailored audience before you can even see the data. As planners and buyers we need to be able to see the data for best customer segments and execute against that data. Facebook insights is now a staple in the media planning process due largely to this capability. They have the data, they can match it to the uploaded assets, what’s the problem? I’m going with a Pretty Woman quote on this one, “Huge mistake, huge.”
- Where is the influencer data? Facebook has pages to be liked and specific interests that people manually select, they show us these very insightful pieces of information and allow us to drill into them to locate really unique adjacent audiences and targets. Twitter has access to what these people Tweet about and who they follow through a wide host of means. This data is literally the most powerful targeting criteria on the platform and it is completely MIA. Imagine a world where we could see and target on lists of interest/behavioral based influencer and topic data.
- MIA lookalike or similar audience tools. Facebook insights allows us to upload best customer segments and build lookalike audiences (or similar audiences) against them with the ability to choose how “tight” we want that match to be. As our customer segments become more diverse we can fine tune our lookalikes. The same process works for our pixel based audiences as well regarding app downloaders or site visitors. This is an over simplification of the process but it works for demonstrative purposes. Twitter completely missed this boat and I doubt anything more was required outside of the good sense to include it and the logical code. Again, they have the data…. what were you thinking?