Is Promoted Tweets Too Granular?
Well, "They're just rolling [the program] out, in fairness to Twitter," said Eric Oldfield, Co-Founder & SVP, Sales & BizDev, LiveIntent. Furthermore, "What I commend them on is this issue of resonance," which he likens to Google's quality score. "The way to build resonance is to have quality followers and really engage with them."
Still, "Resonance is a means to an end," said Max Kalehoff, VP, Marketing, Clickable. The real question is: "At the end of the day, does it move the bottom line?"