It seems like the word of the week for social networking companies is “local.” First, Foursquare unfurled a new feature that lets businesse send promotions and updates to followers based on whether or not they have checked in near specific locations. But Facebook and Twitter have also announced improvements to their local targeting features this week, and the same theme is behind an update from mobile marketing technology company Pontiflex. What’s new? Twitter’s “Targeted Tweets” function is an extension of its existing “Promoted Tweets” service, which is used by advertisers to offer discounts or special content. Targeted Tweets is pitched as a way for companies to make an offer just to specific communities, such as followers in the New York area. That way, they don’t have to barrage people who aren’t relevant for the offer with unnecessary updates. The tweets can also be scheduled, so that a rolling introduction that takes place over a period of days or weeks is accommodated appropriately. “As with all Promoted Tweets, advertisers only pay when users engage with it, and Tweets that generate the most engagement are likely to appear more often,” the company wrote about the new feature. “Simply put, advertisers are rewarded… Read full this story
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