I was quoted by Kerry Flynn in Mashable on how trolling is bad for Twitter advertising. When you look at the numbers coming in from your ads, you can’t be sure if the interactions with your ad are from interested individuals—who could turn into customers—or from trolls who drive up the numbers through spite. That degree of uncertainty makes buying Twitter ads unattractive.
“Trolling can make results very difficult to sort through,” said Lauren Hudgins, a digital strategist. “You don’t know if the people responding are a potential audience or just jerks with a molehill to die on.”
That isn’t to say that everyone who responds for an ad who is other than an interested individual is a troll. Twitter has been a valuable resource to give feedback on ads that have terrible social implications, like that disastrous Pepsi ad.