Is Promoted Tweets Too Granular?

So, what do we think about Twitter's Promoted Tweets program, which lets advertisers insert messages into users’ streams? As it stands, it's hard to take it seriously -- at least as an ad model -- because it's "so granular," says Derek Rey, VP of Sales & Marketing for Ad.ly. Also, if marketers don't already tweet, they’re going to have trouble because of the "resonance score," which Twitter is using to judge the value of tweets.

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?"