This stuck out: “a businessperson [that] is trying to create a market, or serve a need that doesn’t exist, is begging for pain.”

The purpose of tapping into social media isn’t to try and wedge yourself in somewhere you’re not needed, and I suppose that’s probably lots of people’s objection to sponsored tweets. Being courted is okay if I’ve asked for it, but not so much if it’s just being forced into my stream. Thankfully, as you point out, it’s an opt-in model.

Tools – when used well – are about helping you work better. But no tool (or social media approach for that matter) will make up for misguided strategy, or fix your broken business model.

Cheers,
Amber Naslund
Director of Community, Radian6
@ambercadabra