Twitter updated its Tailored Audiences feature this week by adding the ability for advertisers to upload their CRM databases and target existing customers through Promoted Tweets, in addition to retargeting ads to people who have visited their websites. Twitter's added another fascinating feature that allows advertisers to upload lists of Twitter usernames or user IDs to target them as well, and that's what's most interesting to me.

Any brand executing social media marketing is likely listening and monitoring (or at least should be). This means gathering data on brand and category conversations on a regular basis attached to Twitter usernames and user IDs.

The potential lies in segmenting those conversations and then delivering a relevant message to users based on what they've said. The benefit Tailored Audiences brings is doing that at scale. For example:

Advertisers can target detractors who have expressed a misperception about the brand correcting their misinformation and offering up a free trial.
Consumers making a decision or weighing options can be delivered messages outlining a product's benefits to help affirm their decision.
Advocates can be delivered exclusive information on new product information or offers.

The opportunity lies in the nuance of segmenting conversations. People are sharing a range of product perceptions and feelings. The opportunity is that these conversations are taking place on Twitter, brands can listen and now deliver hyper-targeted messages based on what they've said.