Miami Dolphins Are First Sports Team to Test Selling Product Via ‘Twitter Collections’
E-commerce marketers frustrated because they can only show one product picture at a time on Twitter will soon have the option of showing several. An article that appeared today on Forbes.com, "Miami Dolphins Become First Sports Team to Utilize New Innovative Twitter Feature," explains how the NFL franchise used the beta version of "Twitter Collections" to optimally display a new/old product — a new throwback jersey.
"The Miami Dolphins became the first sports team to use this feature when they did so this week," notes author Anthony DiMoro. "[Use] the ‘Collection’ feature to tweet a product photo or gallery of product photos that will link to a Twitter page that's tied to an online store or marketplace. This makes both the business of selling and the customer experience dramatically easier."
Product browsers stay on Twitter, even as they're shopping on the jersey's landing page, DiMoro says. There, they see multiple product photos, the jersey's price, product information and related tweets.
Twitter describes the beta feature this way: "A collection is an editable group of tweets hand-selected by a Twitter user or programmatically managed via collection APIs. Each collection is public and has its own page on twitter.com, making it easy to share and embed in your website and apps."
While different varieties of "Buy" buttons are proliferating across various social media networks, Twitter's Collections may be a breakthrough for e-commerce marketers.
"With the prospect of a more fluid and multilayered social selling element on the horizon, it presents a monumental shift in the e-commerce, internet marketing and social media industries," DiMoro says.
Related story: ‘Buy’ on Twitter: Will Marketers Love It?