Microsoft::: Exec Tweets

BRAND OWNER:Microsoft Corporation
CATEGORY:Computers/Software
REGION:Global
DATE:Apr 2009 - Dec 2008
MEDIA OWNER:Twitter

Microsoft wanted to target those in the realms of micro-blogging, but specifically those business executives using Twitter as a way to position the brand as well suited to create business value through better collaboration.

Finding all of the business people on Twitter can be quite difficult, but Microsoft decided to sponsor a service that would address this problem.
The solution was ExecTweets, a programme which saw Microsoft sponsoring a page that collects Tweets from various executives. It opened up a business model for Twitter, which had until then not really found its commercial feet.

The service enables people to track what is on the minds of business executives including Bob Jeffrey at JWT, Facebook’s Mark Zuckerberg and Virgin’s Richard Branson. Microsoft paid to set up the page in return for getting Twitter approval and for promoting the site on Twitter itself.

The channel offers the capacity to find influencers by topic, view their conversation and engage with them, all within a single environment. You can also recommend new execs to follow, vote for interesting tweets and users, search through a tag cloud and follow @exectweets on Twitter.
Federated Media plans to launch similar programmes on Twitter with other clients.