On Monday, Twitter announced the roll-out of its new “Buy Now” feature to a select number of users. The feature, which displays a “Buy” button on designated tweets, is being introduced to users who currently have the mobile app. Twitter says that this new feature is intended to give users a more streamline interaction with their favorite brands, making purchasing from that brand more accessible.
So, what impact will this feature have on the role of a PR professional? As the world of
e-commerce continues to expand, with an increasing amount of human spending happening on the web, this new feature is a logical next step for Twitter. The feature allows for companies to
tailor tweets to their target audience, and either publish as a regular tweet or a promoted tweet.
For the PR professional, we are tasked with proving ROI to our clients, and demonstrating the value our communication services have in building a strong brand identity and a loyal following. This new feature gives PR professionals additional leverage on proving conversion rates, where social media can directly link to a transaction made by a follower.
The “buy” button will allow a seamless integration of e-commerce into our work, provided the message stays consistent with brand identity and doesn’t interrupt the natural flow of the feed. This means that for some PR professionals, wearing multiple hats will become more apparent. In other words, understanding how to successfully manage reputation, community building, while working towards contributing to the bottom-line will become inherent in the social media portion of our jobs.
As this feature continues to be rolled out to more users, the challenge will be to make the flow seem uninterrupted, and not appear to force the user into making a purchasing decision.
Furthermore, Twitter has the task of ensuring that privacy information won’t be compromised — a challenge that may be the biggest concern to users who are contemplating storing their personal credit information on the app.
What are your thoughts on the “buy now” button?