twtMob: Driving Content Through Social Media Influencers

September 18, 2014

12:00 pm

What do Kia, Microsoft, and 20th Century Fox have in common? Yes, they’re all notable brands, but they also have enormous influence in the digital arena. While you might assume their social media influence is on accident, they’ve actually had some help from a company called twtMob.

twtMob identifies and manages influential publishers that deliver brand messages in their voice, to the right audience, at the right time, with the right content. This gives brands a warm invite into the “inner circle of social”, according to their site.

Not only does twtMob work with household names, but they also work with celebrities and parody social accounts. Their network consists of influencers of the top one percent of content creators on Twitter, Instagram, Snapchat, and Vine.

“We’ve become a source that aggregates the top most influential users,” says Marco Hansell, the CEO of twtMob. “We find the need they could drive, what categories they are best fit for and we create a science behind what makes influence and word of mouth very human. But now we’re putting tech behind it so that you can predict it.”

How Does twtMob work?

Hansell has been working on twtMob for the last four years, which means the company has years of data to help manage social media and predict trends. Here’s what you should know about how twtMob works:

  • Tracking Data: According to their website, twtMob tracks everything through their social blueprint, which is a proprietary platform that shows the science behind engagement.
  • Making It “Scientific” and “human”: They “distribute thousands of pieces of creative, to nearly one billion impressions a day across Twitter, Instagram and other social networks, while optimizing media and creative delivery in real time to maximize relevancy and effectiveness,” according to their site.

Social Media and Native Advertising

The world of social media is constantly changing and native advertising is becoming very popular in the digital sphere.

“Social native includes everything from promoted tweets, sponsored to post, and sponsored stories,” says Hansell. “It’s basically any piece of content that doubles as advertisement so brands putting content into a stream alongside the website content and trying to make it feel like it’s a part of the experience.”

While some consumers might not like the new advertising model, it does have some benefits.

“If you can accelerate the rate that those types of interactions happen, then you have the most powerful medium of advertising and not just the most powerful one of word of mouth,” says Hansell. “…We are continuing to grow and have an opportunity to create some amazing change from both the marketing and social side.”

 More About Hansell and twtMob

twtMob is based in West Hollywood, CA but they help drive conversations from events such as the SuperBowl, March Madness, the VMA’s and Oscars. While Hansell has seen enormous success with TwtMob, he has a few pieces of key advice for young entrepreneurs.

“If you’re going to be an entrepreneur, you can’t be so scared and thoughtful over everything that could go wrong,” says Hansell. “Because things are going to go wrong and that’s just the reality of it.”

He’s also learned that persistency and hard work pay off.

“I started three businesses before twtmob, and there was a lot of failure after failure and learning from the failure,” says Hansell. “It’s just about being persistent and continuing to push without allowing those failures and obstacles to stop you.”

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Amanda Quick is a tech/startup reporter covering young entrepreneurs for Tech Cocktail. She's also interested in covering apps, emerging technology, IoT and beauty & wellness. Amanda is currently in grad school at Syracuse University studying Information Management. In the past she has interned at NBC Sports, NBC Olympics, Brand-Yourself, and the Times Leader Newspaper as well as worked at WWNY-TV and the StartFast Venture Accelerator in Upstate New York. Amanda is originally from Kansas City, MO but has also lived in Canton, MA and Scranton, PA. To learn more you can visit amandalquick.com. Like Amanda on Facebook and follow her on Twitter.

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