It’s not so much a loyalty program as it is an advertising tool—a way to convert a brand’s followers into an army of marketers… Ultimately, it allows a merchant to track the ROI from tweets, and allows them to better understand how Twitter drives visitors and commerce for their business. Adam Bain | Twitter Revenue Chief Talks AmEx Partnership, Brand Creativity, And “Buying From Tweets”  (via courtenaybird)

I think the program is genius, at $5/CPA is way below norm, for each activation, they get insights and social roi… Good job AMEX.