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Glam Takes Editing Twitter Feeds to Another Level, and Makes Money

posted by Nick Cifuentes @ Tuesday, February 24, 2009 - 7:36 AM
Glam.com, a style website targeted toward women, took a unique approach last Sunday night to 'Twittering' the Oscars.

Run by Glam Media, an advertising and publishing network of more than 900 lifestyle websites and blogs, is now seeking to make money by editing streams for Twitter, Friendfeed and Facebook's status updates.

So, during the Oscars on Sunday, Glam launched a widget on its homepage that allowed users to tweet their thoughts about the night's events. But, one thing was different from a normal Twitter stream (#Oscars), Glam decided to edit who could take part in it.

The entertainment editors for Glam.com decided they would call the shots as to who would be allowed to tweet in the stream, avoiding having to show any posts or comments that they might feel are inappropriate.

Glam said this was done so that advertisers would feel more comfortable with the conversation and what was happening during the evening. Some say this might be playing favorites and avoiding a 'true' conversation stream as Glam is simply choosing what users are allowed to tweet during the event. However, because of tying in these limitations, Glam was able to sell sponsorships of the Oscars widget to Aveeno, a woman's beauty brand.



In a published report, Glam chief executive Samir Arora said Glam first launched the idea last week during Fashion Week in New York, and within three days, Glam had top bloggers and fashion reporters participating in the maintenance of the streams. Glam is now comprising a list of freelance curators it can trust to maintain streams, as this will help reduce maintenance costs involved with updating and monitoring the streams..

In addition, publishers in Glam's network using the widget will get a share of the revenue generated by the advertising.

When you look at using this idea in offline events, such as the Oscars, you limit the conversation to what the event is about - so you don't get any 'excess', which advertisers would want to avoid. And a sponsor, like Aveeno, can buy branding on everything from the widget box, to the physical event itself - as Glam had organized events in LA the weekend surrounding the Oscars. Also, Aveeno can purchase display ads on Glam's sites, referring to Oscar related content, as well as ads on video content throughout the network.

When you think about it, Glam has done something really interesting, creating a way for third-party publishers to create their own edited versions of micro-blogging streams, embed their own widgets, and make money from advertising!

Could you be doing something like this?

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