Promoted Tweets: Why You Probably Won't Need Them

Two weeks ago Twitter announced a new way for businesses to use Twitter (and for Twitter to make money) with the launch of their "Promoted Tweets" program. The idea behind the program, according to the information Twitter is sharing with us right now, is that brands who are already using Twitter (and who are selected to participate in this program) will be able to use Promoted Tweets to select some of their existing Tweets "to highlight to a wider group of users."

It sounds like all this means is that the companies in the program have an option to push select Tweets to Twitter search results. Unless there's a lot more to it than that, it's like Google Adwords for Twitter search.

The Growth Problem for Twitter
Inevitably this service will open up to anyone who wants to use it. Twitter seems to indicate that they don't want Tweets in this program to be overtly sales and promotion oriented and they certainly want to stay away from stuff that feels spammy, but I think they're going to have a hard time keeping the reigns on that. They either have to keep it small and manageable (and therefore less profitable) or they have to turn it loose and know some people are going to use it in ways they wish it wasn't being used.

You'll Thank Me Later
If they choose the latter option, be ready for an onslaught of white papers, ebooks, and webinars about using the Promoted Tweets program. If I may, I'd like to save you the time and money you'll be tempted to spend on Promoted Tweets. Consider these things instead: 

• Rather than learning about how to use the program, focus on evaluating whether your business should even be on Twitter at all.
• Rather than deciding if you should spend money on Twitter, put money into a new part time (or full time) employee who's going to manage your social media efforts.
• Rather than coming up with "check me out" kinds of Tweets focus on "here you go" kinds of Tweets.
• Rather than trying to reach the most people, focus on reaching the right people for your business.
• Rather than using Twitter, consider if Facebook or LinkedIn is going to be a better option for you.

The Harsh Reality
Twitter's new Promoted Tweets program may be just right for your business, but there's also a chance it won't. Even if Twitter is right for you, a good strong following on Twitter that naturally ReTweets what you're saying or is talking to you is probably worth more than anything you're going to get through Promoted Tweets.

How To Do It Right
Social media is about content and conversation. Tweets that are promoted don't really fall into either of those categories. Sure, there may be some benefits for a few companies with this, but I suspect many more companies are going to waste money hoping that Promoted Tweets are going to be what finally gets them to Twitter paradise. If you look to Promoted Tweets or anything else that allows you to buy your way into social media as your key to social media success, you're going to be disappointed. Instead, start using Twitter in all the right ways now. Cultivate a following that actually cares about what you're talking about. Feed it. Fertilize it. Maintain it. Watch it grow. That's the way to harvest the best promotion opportunities you'll ever hope to have.