Dive Brief:
- Twitter announced Monday the launch of the Official Partner Program to offer third-party help for businesses better use the social media network in leveraging their marketing campaigns.
- The Official Partner Program is a merger of Twitter's existing Twitter Certified Program and Twitter Marketing Platform Partner Program.
- As part of the new program, IBM is partnering with Twitter to assist businesses parse through Twitter data to help understand and enhance their social marketing efforts.
Dive Insight:
The best way to get businesses to use a platform is to make it as easy as possible. Twitter's Official Partner Program will streamline the process for businesses pushing out social marketing campaigns on the micro-blogging site. The new program will bring together partners from its Twitter Certified Program and Twitter Marketing Platform Partner Program whom the social network says have shown "high-quality products or expert-level services and proven success" on Twitter.
The micro-blogging network has been adding features to improve marketers' experience using the platform. Partner Audiences -- introduced in March -- helps marketers target users through their off-site purchase habits. Another example, Facebook's Anthology, which launched in April, partners Facebook business users with digital media partners to simplify creating video content for the platform.
Through Official Partners, brands will be able to better scale and manage marketing campaigns, and use Twitter's marketing analytics tools to gauge their efforts. The idea is to help marketers better harness social networks for their campaigns.
