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We'll start with how it's similar. You can buy Sparq in an automated, self-serve manner allowing you a high-degree of flexibility in changing creative, adding new campaigns, and viewing results. Sparq also leverages the power of keyword targeting. In determining which of the variety of available "sparqs" to show the user, we take into account the list of historical keyword that the user has tweeted in the past to determine the most relevant ad. Auction based method for pricing is also similar.

Sparq is different than search advertising in that this is inherently social advertising. Whereas search is primarily the last marketing touchpoint before leading directly to a conversion, Sparq and social advertising in general, is part of the influential awareness and consideration-driving segment. Seeing a tweet from someone you're following raises your level of awareness about that topic since you care about the person and add extra credibility to the medium of the message.

There are a few ways we differ:

Authenticity: Unlike some other Twitter based advertising that pays users to tweet, we believe in providing relevant topics that entice the user instead. Through a combination of a screening process for prompts and keyword targeting, we feel like Sparq prompts will even be useful for users who are looking for a topic to tweet about.

Pay for Performance: Through charging by action, you are only paying for successful conversations that are occurring around your brand. Depending on campaign objective, this should result in a higher ROI for you.

Impact: Since messages that are \"sparqed\" are delivered via friends, they have a much higher relevancy and likely commensurate awareness levels than traditional advertising.

A product as dynamic as Sparq necessitates creating a quick flexible interface to get your ads up and running in no time. We've created a self-serve platform available at XX. You can log-in with your Twitter credentials to create your ad. Once approved, your ad will be distributed across our content network and you'll receive reporting up front.

During the initial roll-out period it is necessary to approve the initial ads to ensure that ads are both appropriate and designed to generate a response. Without pricing as a filter during this time period, it becomes necessary to add the element of human approval. Going forward, we plan on eventually not requiring approval and campaigns going live immediately.

We want a large audience to have the opportunity to try out Sparq for themselves and see why we're so excited, it will be offered free of charge for the first two weeks. You will be able to submit your ads through our self-serve interface by logging in via Twitter OAuth to place your ads. No billing information will be collected upfront. At the end of the trial period, you will receive a Twitter direct message with more information on how you can continue to advertise your business through Sparq.

Sparq will be priced on a Cost Per Tweet basis. We record every tweet the Sparq unit generates and debit your account appropriately. We are also evaluating a cost per click pricing model and will share details in the future as appropriate.

Yes, pricing will be determined via auction which will also be one of the factors that determines which sparqs get impressions.

SocialMedia will track the number of times your Sparq prompt appears to a user, the # of clicks to tweet, # of successful tweets, the average reach of these messages, # of retweets, the number of click-throughs to landing URL

Advertisers would input a list of keywords that are relevant to their sparq. When deciding which of our sparqs to serve to the user, we would take into account their past tweet history to identify which sparq might be most relevant to them and serve that ad. As a pattern is determined for which keywords are most relevant (through increased click-through) we dynamically increase the weighting towards those keywords.

Currently our Sparqs run on Twitter.com via the PowerTwitter browser plugin, the TwitterFon iPhone client via adwhirl, and several publisher websites, but we are rapidly scaling our distribution along with the # of advertisers that we have. If you have any recommendations or suggestions for where you would like to see Sparq running, please let us know .

Sparqs should be framed in such a way as to encourage constructive comments, endorsements, and statements of interest. However, Social Media is an authentic and dynamic environment, and it is possible that there might be some negative things said about your brand. We recommend that you use the next two weeks to experiment with different prompts and gauge what calls to action result in the most positive user messages possible.

All ads should be geared towards generating a response from the user in a non-offensive manner and without infringing on another entity's trademarks. We will initially be reviewing and approving all Sparqs to ensure that they are:

* Written to generate a click or a tweet from the user (and not merely be awareness driving)

* Non-offensive (language, messaging, hateful, etc) and can not use any other brands trademarks

In order for a tweet to have impact, it must first be heard, meaning it must be received by members following a certain user. The act of a Twitter account creation, following users, gaining followers, means the user has built an identity and reputation online. This lack of anonymity for trolling and negative comments will serve to dissuade these types of attacks.