There is a place for promotion and marketing on Twitter. (The company itself would have to agree, given the rise of its promoted tweets feature.) Leo Widrich of Buffer, a Twitter scheduling app, notes that sales-y, product-oriented messages tend to turn into white noise. "Twitter gives your business a chance to become a real thought leader and authority in the space you are operating in. This builds trust and when the time comes to generate a lead or make a sale you are far more likely to achieve it. Seeing it purely as a sales channel can backfire badly," Widrich says. "The businesses I see performing best on Twitter are those that want to add value with their Tweets, without relating to their product. Choose your niche as narrowly as you can and then Tweet about the space, not your product." Once you're doing so, it's OK to mix in an offer or product info, but Widrich recommends limiting it to a one-to-six tweet ratio.