This week American Express expands Twitter + AMEX, a program that activates discounts and, now, allows purchases via hashtags. If it’s successful, other corporations may begin to make e-commerce deals directly with Twitter, cutting Chirpify and other middlemen out of the loop.
Previously just a rewards program, Twitter + AMEX is now a purchasing program, too. To join, American Express members register their card through Twitter. Users can then type a hashtag to activate a merchant discount or to outright make a purchase. According to the Twitter + AMEX website, discounts are credited within 60 days.
Twitter + AMEX is the latest addition in American Express’ Sync program that already has FourSquare and Facebook.
American Express’ moves may signal other large corporations, and perhaps even SMBs, to consider dealing directly with social media, especially if social networks open up to make monetization easier. At this point, the best way for SMBs to monetize their networks is using Chirpify, Ubokia and similar third parties to handle transactions across Twitter, Instagram and Pinterest. Chirpify told Inside Social Commerce in December that its main focus is on Twitter and Instagram, making the Twitter + AMEX deal a potential threat.
So far, Twitter + AMEX has already offered discounts on American Express Gift Cards, Microsoft XBox Live memberships and Amazon Kindle Fire HD devices.