Are promoted tweets good for PR professionals who use Twitter?
Yes
Jonathan Kopp, partner, global director of Ketchum Digital
Oversees all aspects of digital and social media for the agency's global clients
Promoted tweets can be a great tool for PR pros who have a nuanced understanding of the channel, its users, and their expectations from the brands that seek to engage them. In the wrong hands, however, all bets are off. ...
No
David Rosen, group VP and chief of b-to-b social media at Makovsky + Co.
Manages Twitter feeds for several agency clients
The only place promoted tweets belong is in a "Don't do this in social media" manual.
PR pros who think they are a good idea haven't experienced the measurable ROI that authentic communication delivers. Promoted tweets enter a danger zone of "unpersonal" social media. Not "impersonal" - using your corporate voice over social channels - but "unpersonal," the sin of trying to automate conversation. It takes hubris to think anyone is smart enough to anticipate a customer's query, predict the circumstances that prompted it, and create the perfect response without being revealed as, well, a marketer. ...
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