Communication is becoming easier everyday with ongoing social media efforts. It only took time before Twitter would introduce advertising, starting with a test run with companies such as Sony, Starbucks and Best Buy. These companies can pay to have their advertisements show up in top search results through Twitter. However, if the ads aren't forwarded or being tweeted on by Twitter users, then the ad disappears.
I see this as an opportunity and also a risk for these companies. They can pay to have their advertisements show up in top search results through Twitter, and therefore reach a wider audience, but they also risk not getting responses from Twitter users resulting in loss of their ad space and the money they put into it. It could be a risk to put the money into it, and if you don't get enough attention then you lose the ad space and the money that paid for it.
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