Twitter's Lead Generation Card is now available to all companies, making clear that the network is making social commerce a priority.

Twitter is finding an answer to marketers’ question: “How do I measure social media marketing?” Brafton recently reported the microblogging site hired Ticketmaster CEO Nathan Hubbard as its first Head of Commerce to build relationships with brands and retailers that want their social media content to directly fuel website conversions.

This announcement comes around the same time that Twitter rolled out Lead Generation Cards at scale. Previously released in May 2013 to a limited audience, the sponsored Tweet option allows brands to collect followers’ contact information directly in Tweets when they are holding promotions or pushing for newsletter signups. Rather than asking prospects to follow a link to an external site, the Cards incorporate fields that auto-populate with a member’s name and email address.

Now all marketers can take advantage of Lead Gen Cards for their brands when they are offering coupons, subscriptions and campaign signups. Of course, companies will see bottom-line results from Twitter even if they don’t purchase sponsored cards.

Social media marketing is becoming more sophisticated – and lucrative. Marketers who spot opportunities to engage their target audiences in conversations and provide them with clear paths to conversions will see strong ROI from their campaigns on Twitter and other channels.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.