Twitter finally has a toehold in Israel: The social networking company has retained the services of the public relations firm of Daphna Triwaks, whose Triwaks Public Relations will start representing the company locally this week.
Until now, Twitter had no official operations in Israel and had made no effort to sell ads in Israel on its network. Industry sources say the company has so far failed to penetrate the Israeli market to the extent it did elsewhere, or anywhere near to what Facebook has done. Last year, they estimated that the microblogging service had less than 5% the number of users that Facebook had in Israel.
But Twitter recently decided to hire marketing people in Israel, to which they have now added a PR firm. In recent weeks it has also started placing ads aimed at Israelis in its local feeds, including those for Get Taxi. Nevertheless, Twitter’s operations in Israel will continue for the time being to be managed from its European headquarters in Ireland.
Triwaks PR, which was founded 55 years ago by Daphna’s father Moshe Triwaks, represents a number of large international customers locally such as Qualcomm, Visa and Ford. Twitter did not hold a tender for the work, but chose Triwaks specifically.
Facebook began its local operations by hiring the PR firm Shalom Tel Aviv last year. In March the social media company announced it was opening a marketing office in Israel, augmenting the Israelis who work out of the company’s offices in Dublin. Google, on the other hand, has a large local office with 8,000 square meters of office space occupying floors in Tel Aviv’s Electra Tower and maintains an in-house public relations staff. Google and Facebook both conduct research and development in Israel as well.