Twitter enjoys great popularity among many users, including celebrities and politicians; and reports it has 316 million active monthly users and 500 million updates sent per day with 80 percent of those users active on mobile platforms. As such, Twitter appears to be a very attractive potential audience for marketers to build brand awareness as well as generate leads. The company has offered paid advertising through “Promoted Tweets” for a number of years. Some marketers have used the platform to promote brand awareness in a general way but many businesses did not find it to be an  ...