It serves up in one of Twitter's Cards, the expandable display unit that allows brands to attach photos or other media. Advertisers can offer Twitter users deals and discounts in the ad unit or in-stream landing page. Those that claim the special simple click the button. Their name, @username, and email address are already automatically fills in the card. The unit forwards the user's Twitter ID and email to the brand advertiser who fulfills the deal. Determining the best ways to generate new leads continues to become a focus for social media sites, although the expertise historically resides with search engine marketing and email marketing. Company and brand marketers generating leads from Google search engine result pages triggered by queries have noted similar results in the past. Get the full story at MediaPost