The Futility of Twitter for Advertisers

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Response 1: Ibikunle Grillo says" "hence, Twitter displaying advertisements in results of a search does not distract its users from its functionality at the core which is based on tweets from users and followers" (Collection 1: 28). On one hand, I do agree with this because the line between what constitutes advertising versus personal content on Twitter is often a very fine line. Celebrities often use Twitter to promote themselves or to rehabilitate their images. Corporations and politicians often have Twitter accounts. These entities are obviously using the website for self-promotion in a very blatant fashion. However, the increasing commercialization of Twitter can also cause the consumer to be oversaturated with advertising to the point where he or she simply 'shuts down,' rendering the medium of Twitter useless to the advertiser. "For any given brand in any given market, there is a saturation point for advertising spent" (Hirsh & Schweizer 2004). To some extent, this has become a problem on Facebook, as reflected in the many complaints about advertising on that particular venue, as the site attempts to become profitable (Tate 2012). Twitter's questionable utility for advertisers also lies in the difficulty of segmenting users. It is very easy to create a false Twitter account as a joke or to conceal vital demographic information about one's self on Twitter. Facebook, which people use to connect to classmates from the past and present, requires more revelation of one's

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