Thing is, advertising is not manipulative in the least. In fact, people actually value advertising as part of their daily lives, more so now than ever before.

All advertising mediums are completely optional. Without the branding and adverts that people love to complain about, none of the mediums would exist. Advertising pays for the entertainment we treasure and learn from. Advertising is a win-win for everyone. You get your entertainment, the advertiser gets a great response (when they do it right), and the medium – be it a tv program, magazine, website, or whateva’ – continues. Win-win-win, in fact.

Do you watch movie previews? They’re adverts. Do you ever see a movie preview that entices you to go see another movie? That’s an advert that worked the moment you paid for the next ticket. If the movie previews annoy you, you are free to look away or come in just in time for the feature. I usually see a packed theater during the previews.

The same choice to look away or simply not engage applies to every other advertising medium that exists. Try thinking about advertising like this: Advertising pays for the entertainment you love. Which forms of entertainment do you love? What types of advertising are bringing that value to you?

Twitter is an advertising medium. It is very similar in nature to a magazine or blog.

It would be a stretch to call all tweets advertisements because advertising usually has a specific purpose, whereas a huge percentage of tweets serve no purpose whatsoever. Savvy Twitterers tweet with strategy and purpose, looking for a specific outcome.

Twitter purpose usually revolves initially around gaining more followers, much like a magazine attracts subscribers. Useful tweets help with that, much like great writing helps a magazine gain regular readers. After a user has amassed a large following, tweets become more focused on advertising a product, blog, site or other business.

Twitter’s problem as an advertising medium is that it usually provides a relatively small (less than 250,000), unfocused audience. You get what you pay for, which brings us to Twitter’s advertising advantage: it’s free. And that’s a large part of what makes it so popular.

People have been looking for the holy grail of cheap or free advertising for years. Sadly, it doesn’t exist. Even with all of today’s great social media tools, there is still no free shortcut to massive wealth. Twitter, although free in theory, is not a medium that typically generates direct sales. And the amount of time you spend on it compared to that of traditional advertising is enormous. Inevitably, that means the return has to be smaller than any other media with a larger, more focused audience, of which there are many.

You really have to be careful to limit your time on Twitter because you can waste a huge amount of time. It adds up fast. I recommend my clients spend a maximum of 20-30 minutes per day total on Twitter unless you are a social media consultant. If you spend 30 minutes on it, consider that your news-reading time for the day.

If you go into your Twitter time with realistic expectations, it can be a great advertising medium. Of course, Twitter is much more than an advertising medium.