There’s no doubt that Twitter had largely been an awareness-building platform for most brands. A recent survey conducted by the Social Media Marketing University, quoted in a recent Mashable post, suggests that increasing brand awareness is the dominant goal among brands, with driving traffic a distant second (79% to 58%).
Amazingly, driving sales shows up in last place, at a whopping 24% of those surveyed.
We know Twitter has been focused like never before on conversion – not simply creating awareness, and not simply driving traffic. Via investments in its own platform, a spate of recent acquisitions, and the ever-expanding ecosystem of partners that make Twitter transactions so much easier (e.g. Chirpify, enabling a click to buy transaction from the actual tweet), there is growing emphasis to drive sales, full stop.
And the simple reality, is that all social platforms are driving toward brand conversion and sales. All content types continue to evolve as technology enables them to, co-mingling engagement with sales. Content will become extensible e-commerce widgets, trolling the social web to engage you and then immediately give you the chance to buy something.
Gone are the days of separating engagement from sales. We engage/make aware/transact all in the same breath, and all via the same unit of social content.