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Monday, January 14, 2013

Honda Advertises on the Associate Press Twitter Feed



There was an interesting revenue tactic last week by the Associated Press when technology company Samsung advertised on the AP's twitter feed during CES.  AdWeek immediately covered the story, since there is some discussion about AP blurring the line of between "editorial church and state."

Another week and another big industry event, this time the North American International Auto Show (NAIAS) in Detroit and sure enough the AP's Twitter account is again posting sponsored tweets this time for Honda and Acura. Both posts featured the upcoming concepts the brands were featuring to interest AP's 1.5 million twitter followers.

This is an interesting tactic since one can assume a lot of media from other publications follow AP on Twitter.  If a brand can get their news to journalists in a quick way through what could be seen as a target media buy to a difficult to reach audience - reporters, this may not be all that bad of a tactic. Unless it backfires as crossing some line as some commenters on Twitter have expressed.

What will be telling is how long this lasts.  It could be seen by Twitter as a challenge to their own advertising model.  If Twitter accounts start selling their tweets directly to brands, this could usurp some ad dollars from the company providing the community and with a looming Twitter IPO on the way this probably won't last long.

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If you want to hear some more on this topic, checkout this week's BeanCast Marketing podcast that I was a panel member on. We discuss this topic in depth as well as several other current marketing and social media topics.


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