Brands may be the biggest winners.
Twitter has debuted a "Follow" button for publisher sites that's akin to Facebook's distributed "Like" button. Announced on its blog, the move establishes another pathway for brands to build an audience on the service.
Previously, visitors had to visit a brand or publisher's account on Twitter.com to follow it. With the Follow button that's no longer the case. In today's blog post, product manager Brian Ellin said,
For publishers and brands, adding the Follow Button to your website and using Twitter to stay connected with your audience is a powerful combination. People who follow your account are much more likely to retweet and engage with your Tweets, and to repeatedly visit your website. Adding the Follow Button to your website is quick and easy, and you can configure yours right now at twitter.com/followbutton.
Twitter has brought 55 partners, many notable, to launch. They include names like AOL.com, Britney Spears, Fox Sports, Justin Bieber, The Wall Street Journal, Vanity Fair, Yahoo Local, Wired, Jennifer Lopez (pictured), Lady Gaga, and Sports Illustrated.
While brands like Delta, Ford, Zappos, and Virgin America have shown a dedication to Twitter marketing and customer service, follower numbers for most companies drastically trail their Facebook audiences.
It's been just over a year since Facebook's "Like" button starting proliferating around the Internet. Carolyn Everson, VP of global advertising sales at the Palo Alto, CA-based company, recently said that 50 million "Likes" are clicked for brands every day.
The Follow button was Twitter's second significant announcement today. Earlier this afternoon it confirmed the acquisition of AdGrok in a bid to improve targeting capabilities for Promoted Accounts buyers.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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