Murphy, like Carter and Arnott, recommends starting a campaign with a few hundred dollars—Sponsored Tweets start at 50 cents to $1 CPC. "Remember, it's not all about clicks," Murphy says, "Engage a broad range of people with large and small audiences. Pick the best performers and re-engage those people in future campaigns."
The service is also appropriate for building buzz, Murphy says, adding "I would use the tool to build followers and anticipation prior to launch."
Twitter offers a kind of word-of-mouth marketing that works, Arnott says. "It's a perfect fit for companies looking to form a lasting relationship with their customers. By engaging users with relevant ads, companies are not only building their brand but engaging their customers in a relevant dialog."
—By Lydia Dishman
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