Twitter Woos Businesses With Launch Of “Official Partner Program”

Twitter today announced a rebranding of its how-to-use-Twitter-for-marketing program. Now called the Twitter Official Partner Program, it merges the Twitter Certified Program and the Twitter Marketing Platform Partner Program.

Essentially what that means is businesses that want third-party help with their Twitter campaigns and strategy have a new link to bookmark. And a new search page that walks them through the process of finding a Twitter partner with the specific expertise they are seeking.

Twitter said it certifies partners because of their “high-quality products or expert-level services and proven success on Twitter” in eight competencies: analytics, engagement, content curation and display, consulting and agency services, ad technology, audience data, audience on-boarding and ad measurement.

Among the business goals, Twitter said partners can help with:

• Increase campaign performance. Twitter Official Partners can help you scale, manage and measure campaign performance to ensure you achieve your objectives.
  
• Gain deep insight. Use a Twitter Official Partner powered by Twitter data to effectively measure your brand’s performance and identify marketing and consumer insights.
  
• Market more efficiently. Twitter Official Partners can help you manage your brand’s social presence, discover and display engaging content and oversee customer care.

Twitter also announced that IBM has joined the program as the first consultancy partner. Twitter and IMB have trained more than 10,000 IMB employees on Twitter data and analytics best practices.

“We believe in the transformative power of Twitter data for businesses, and are excited to be a Twitter Official Partner,” said IBM’s global leader of big data and analytics Glenn Finch in a Twitter blog post. “With our deep industry and technology expertise, we’re prepared to help the modern enterprise capture the knowledge of social data and turn it into actionable results.”

About The Author

Martin Beck

Martin Beck is Third Door Media’s Social Media Reporter, covering the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

(Some images used under license from Shutterstock.com.)