Twitter up-sells: JobsDiva, DrivesDiva

The Richmond Times-Dispatch has created a new revenue source by offering Twitter up-sells to classified line ads.

The first classified category to launch was recruitment under the JobsDiva Twitter handle. A pilot group of regular advertisers was created. These valued advertisers received free tweets for a month, creating a base of job tweets during initial promotion. These free tweets helped establish the feed and gain followers.

The next step was to begin selling the Twitter product at $10 per tweet. While still in the early stages, JobsDiva has been successful, with 430 followers and generating more than $4,200 in revenue.

Promotion includes print ads in The Times-Dispatch and affiliated publications, but the focus of promotional efforts has been digital, utilizing banner advertising, e-mail and posts on the company's other social media accounts. In addition, the JobsDiva follows 74 recruitment-based Twitter accounts.

Additional Twitter offerings are planned for other classified categories, including yard sales, pets and real estate.

Follow the Jobs Diva at www.twitter.com/RVAJobsDiva or the Drives Diva at www.twitter.com/DrivesDiva.

Additional information: John W. Kelly, jkelly@timesdispatch.com or (804) 649-6136