Twitter has created ExecTweets, a site sponsored by Microsoft and designed to push messages, or "tweets," from executives to the general ecosystem of Twitter users. As Twitter, Facebook and other social networking solutions grow in size, they have been seeking out viable avenues for earning revenue.
Twitter announced on March 23 the launch of ExecTweets, a site sponsored by Microsoft
and designed to push "tweets" from some of the nation's most
prominent executives to Twitter users.
Visitors to the ExecTweets site
control over the industry whose executives they want to follow, as well as the
option to follow particularly hot topics or most-popular executive
"twitterers." For example, if a user wanted to follow Steve Case's
daily "tweet," they could find him under "Most Popular."
Microsoft is sponsoring ExecTweets for an undisclosed sum. Federated Media,
an advertising firm founded in 2005, built the actual site.
"There are over 100,000 C-level executives on Twitter today, but it's
difficult to know how to find them, which to follow, and where the most
important conversations are happening," Matthew Dipietro, director of
marketing for Federated Media, wrote in a blog posting on his company's site.
ExecTweets filters those conversations and then provides them to Twitter
readers "all curated and aggregated into industry verticals like
Healthcare, Retail, Finance and more."
On Twitter's corporate blog, the startup took pains to demonstrate that
ExecTweets was much more of an external collaboration than an internal
"Twitter is contacted regularly by brands interested in sponsoring
innovative experiences based on topics of interest," Biz Stone, co-founder
of Twitter, said in a corporate blog posting. "However, our focused
commitment to Twitter itself means we don't have much time or resources to
build these interesting topical experiences."
For Microsoft, ExecTweets represents one component of a larger marketing
Microsoft is sponsoring ExecTweets as part of its "It's Everybody's
Business" campaign, seeking to "encourage conversations within the business
community," according to a company spokesperson. The company claims it's
experimenting with a number of digital marketing activities over the short term.
"At the campaign's core, we want to drive a set of marketing activities
that facilitate a conversation," Gayle Troberman, general manager of
advertising for Microsoft, said in an e-mail. "ExecTweets is consistent
with that goal-it's about finding, following and engaging in real conversations
with business thought leaders."
Twitter has been integrating itself further into the enterprise life. The
service now has roughly 8 million unique users, up from 1 million in 2008.
On March 23, Salesforce.com
announced that it is adding Twitter to its Service Cloud,
a SAAS (software-as-a-service)
solution, alongside Google search, Facebook connections and online communities.
Twitter would allow Salesforce.com users to better monitor the adoption and
discussion of products and services.
However, the growing pervasiveness of "tweets" throughout
workplace life has also led to its own set of problems, notably
with regard to personnel making comments probably better not seen by their