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Many third-party Twitter programs like HootSuite also display promoted messages.
Campaigns can pay for "promoted" messages and accounts so that when users search Twitter for certain words or phrases, the campaign's account or a particular post is the first result.
That way, if a discussion about pizza turns into a discussion about anorexia or bulimia, for example, the advertisers can make sure their promoted messages do not appear in those searches.
A post on the company's advertising blog last year described how its developers are trying to target promoted messages based on the user's gender (or the assumption thereof, as Twitter does not ask its members to define themselves as male or female when setting up an account).
Adly, a startup that connects advertisers with celebrities willing to post promoted messages on social networks, recently raised $2 million in additional funding.
So, rather than spamming users with ads, it instead lets users receive promoted messages from brands that they opt in to follow.
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Another solution is the stacking of promoted content - we generally add one promoted message each working day to our home page.
When a Twitter user searches for a word an advertiser bought, the promoted message will show up at the top of the results, even if it was written much earlier.
The strongly promoted message 'to know your status' proved to be a highly charged concept yielding strong barriers against HIV testing.
* Extremism Bill Creates new banning orders, disruption orders and closure orders to tackle groups and individuals who promote "messages of hate".
For NGOs, sports events offer an opportunity to promote messages about the importance of education and health, particularly raising awareness of HIV/Aids.
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