It’s not exactly engagement or interaction, but women’s online publishing and advertising network Glam has been using a widget which allows manual editing of the Twitter feed around an event to ensure the content is suitable for advertisers (From Venturebeat).
The widget is available throughout the Glam network, and to third-party publishers, who receive a cut of any revenue. And soon even publishers outside the network will be able to receive micropayments via Paypal.
It’s a traditional model, but one which appears to have worked, at least for the #Oscars.
But it suffers from the traditional problem of display advertising – in which the amount of eyeballs doesn’t always translate to the amount of people actively clicking on an advert. Although the sponsorship in this case was for a skincare company, which is likely to appeal to a female-targetted content network, would positioning it next to Oscar content give it relevancy or credibility?
And what does it mean for people who use Twitter hashtags without the knowledge that another party may profit from them?
After all, they were originally used to collate information for aggregating information about fires in San Diego, and have since been used for collating conversation around disasters like #Mumbai along with mainstream entertainment and sporting events.
It raises the eternal content question of the internet – should aggregators be able to collect all the revenue without compensating the content creators?
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