Dive Summary:
- Domo CEO Josh James writes for Forbes, explaining why he directed his company to invest in paid promotion to bring in Twitter followers.
- He argues that a promoted account offers wider opportunities to target communications based on keywords, interests and locations.
- James also walks through two mistakes he believes his campaigns made by not geo-targeting and targeting too widely with a "music" category.
From the article:
"... One day, for example, I tweeted a story I found interesting about enterprise IPOs. That tweet drove a higher-click through rate than the norm. Ten percent of my followers clicked through to read a 10-page story. I did the math: 10% of my followers represented more than 1,000 visitors. At $40 CPM that was probably generating $400 for the publisher. Now imagine what would happen if I had 1000 times the followers. ..."
