Can Twitter Promote Itself into Profitability? On: 06/17/2010 Views: 11
Last month, Twitter unveiled "Promoted Tweets," a new ad system the company hopes will turn the service into a profitable endeavor. Though much talked about, Twitter faces a set of intertwined business conundrums. How can it help businesses create a level of engagement with consumers that turns tweets into a useful tool for marketing and customer service? How can Twitter then parlay those efforts into a viable, income-producing strategy for itself? Wharton experts and others say finding a successful model for the Promoted Tweet is only one of the challenges the company must overcome to avoid the fate of former "next big things" like Netscape, Excite or Pets.com.