Marketers have been desperately searching for an effective way to monetize social media. Twitter is designed to charge for promoted tweets through "engagement", which is a retweet, response, click on a link, or user mark of 'favorite'. Advertisers don't pay if there is no response by the consumer, however, they are charged for the first retweet and the following retweets are free. Brands have been trying to discover how to use the platform effectively. Top marketers that gained consumer interaction ranged from a broad cross-section of auto, tech, fast-food, and media. Generally, promoted tweets garner 3-5% engagement. The winners of the Top 10 were able to secure around 52% engagement rate, or over 90 million people. Brands that have been effective with their messaging include VW, Conan, Old Spice, Google, Ford, Papa John's, XBox, and more.
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