Twitter to survey users on campaign impact

Twitter is to offer brands the chance to survey consumers about the impact of their brand campaigns, the latest attempt to improve its status as a marketing channel.

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The social network has partnered with Nielsen to provide advertisers with data on users’ purchase intent and brand awareness.

Users will receive a tweet similar to a Promoted Tweet asking them to fill out a survey, within the tweet, about the brand and campaign. Results will then be analysed by Nielsen, with findings on campaign impact fed back to advertisers.

In a blog post to announce the tie-up, Twitter’s vice president for brand strategy Joel Lunenfeld, says: “This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.”

The service is currently being offered to a “small number” of unnamed advertisers, the blog post continues, with plans for a wider rollout in the first quarter of 2013.

The social network has introduced several tools for marketers in recent months including a location-specific promotion service.

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