Twitter continues to evolve its advertising and branding opportunities by launching it “Certified Products Program” to highlight products and services available on and through Twitter.
Twitter is focusing on three product categories for this new campaign: engagement, analytics and data resellers.
Brands, publishers, nonprofits, governments and others have products that help them engage with and understand their audience so they can flourish on Twitter, many of which can be spread to more companies and users.
Twitter has explained these three products in a blog as such:
- Engagement Products, which help brands keep in touch with their customers
- Analytics Products, which help businesses learn from their customers on Twitter
- Data Reseller Products, which serve as platforms for innovation on top of large numbers of Tweets
For this new service, Twitter is launching with 12 partners: Attensity, Crimson Hexagon, Dataminr, DataSift, ExactTarget, Gnip,HootSuite, Mass Relevance, Radian6, SocialFlow, Sprinklr and Topsy.
Companies that have a unique product fitting into at least one of the product verticals can apply for verification through the company's Program Requirements, and then fill out the Program Application.
After recently releasing a new version of its API, bringing more regulation to third-party apps, a lot of companies have grown agry with Twitter and this may be a way to trickle back some of those avenues and support.
In the announcement, the company’s business development manager Doug Williams notes that “this is just the beginning” and that Twitter is at additional companies and expansion in this program.
Twitter has been getting quite choosey with its third-party information lately.
The new guide explained the lower rate limits, authentication, and certification requirements it was putting in place for those using its service and said it will require that large application get direct approval from the company before activating.
What happens if a developer uses the Twitter information for an app or tool on their site without this clearance, it looks like Twitter could just shut off the information running to the company.
But there is some time to work out the kinks and clear up and confusion since Twitter won’t enforce its crackdown until an app using its service doubles its user base.
Going forward, applications that have more at least 100,000 users will have to work directly with Twitter on their product, policies and service agreement. Those that already have more than 100,000 user can only grow to 200% of their current size before they will contact Twitter.
Recently, Twitter dropped LinkedIn from its application extension family because Twitter felt that LinkedIn was using its information and service as a main source of its traffic numbers and growth.
Twitter VP of Product Michael Sippey laid out which types of applications Twitter likes, in a blog post. He pointed to “traditional Twitter clients” such as Tweetbot and Echofon and problem children that Twitter was not happy with. Essentially, Twitter is saying that if their service is a major component of your business, brace your self for some serious change.