Twitter and WPP in tie-up to explore business impact

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THE march of Twitter continues apace as the instant cyberspace communication platform and Sir Martin Sorrell’s advertising agency giant WPP have teamed up to explore the impact of social media on business.

The organisations said yesterday that their global partnership would would allow WPP to use data acquired from Twitter as part of its marketing, for example identifying consumer attitudes towards business brands.

“Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time,” the WPP boss added.

“We are delighted to announce this wide-ranging partnership and to ensure that Twitter data is a key ingredient in many of our disciplines.”

The link-up will cover media investment and social media, and will span WPP units including GroupM, the world’s leading media investment management company.

WPP said its subsidiaries would “increasingly leverage Twitter data across a number of important initiatives to deliver more effective campaigns”.

Dick Costolo, chief executive of Twitter, said the company was “excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research”.

Founded in 2006, Twitter has an estimated 500 million users worldwide, generating 340 million messages – or “tweets” – every day.

• The Local Authority Pension Fund Forum has urged its members to oppose WPP’s remuneration report and long-term incentive plan due to concerns they are excessive. Total remuneration for Sorrell in 2012 was £17.6m, including basic salary of £1.3m.