Opinion, Promoted Tweets Edition: A Marketer’s Conflict—Advertising on Twitter

I am conflicted. It’s as if I have a pocket-sized devil on one shoulder and a diminutive angel on the other. The one with a pitchfork is prodding me to start using Twitter’s “Promoted Tweets” service, while its halo-wearing counterpart tells me to trust the community to discover and share remarkable content organically. Each makes a sound argument, and although the angel has had my ear to-date, the devil is starting to command my attention.

Joe Chernov is the chief marketing officer of InsightSquared.