- In an effort to help prove ads' worth, Twitter has introduced the "click-to-call" button to test out its direct response ability.
- The button appears on sponsored tweets and allows users to call the advertiser directly, giving the advertiser more data on response rates.
- The update could be particularly helpful for local advertisers — like restaurants, for example, that can measure how many reservations were made as a result of Twitter advertising.
Although there are several metrics in place to determine the reach and scope of digital and social media advertising, it can still sometimes feel like throwing messages out into space — especially since social engagement is still something of a wilderness. The click-to-call button gives marketers another net to catch and measure social media engagement.