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BizReport : Mobile Marketing : May 15, 2012

Twitter UK one year and 140 brands later

Since the launch of a UK office and Promoted Products, Twitter has attracted more than 140 mainly FMCG brands in the UK to advertise on its platform, according to new figures released this week.

by Helen Leggatt

A year after the launch of Twitter's UK office, the microblogging platform has revealed that more than 140 brands have advertised with them.

The site's UK general manager, Tony Wang, said that UK Twitter advertisers were leading the way with innovative and creative ads. This, in return, is rewarding brands with high levels of engagement.

Twitter now has 140 million users globally, of which 10 million are in the UK. The majority (80%) access Twitter via their mobile phone, significantly more than the global average of 55%. In fact, the UK is the fourth-largest for Twitter use in the world after the U.S., Brazil and Japan.

Unfortunately, Twitter can and has been abused and recent scenarios in the UK have led the country's chief legal adviser, Dominic Grieve, to issue a warning that tweeting is no different to libel. Last week he warned Twitter users that the Internet is not a law-free zone and that action would be taken over offending posts.

"I don't want to take action but if I think it is necessary to prevent crime, such as racially aggravated harassment, then I won't hesitate to do it," said Grieve.

Tags: brand awareness, brand marketing, microblogging, mobile marketing, social marketing, Twitter, UK

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