Companies: you should not treat Tweeting as advertising.

When it comes to this article – We Got A Look Inside The 45-Day Planning Process That Goes Into Creating A Single Corporate Tweet – it’s hard to top Patrick Ruffini’s response.

But I’ll note this: Twitter is not actually a good place to advertise your product, unless of course you’re paying Twitter to insert your ads into people’s feeds (at least, the ones who aren’t using a Twitter platform that kills said ads on sight). Come right down to it: companies should not have Twitter feeds at all unless they have something legitimately interesting to say – and if there’s one thing that a 45 day planning process can accomplish, it’s the careful leaching out of anything interesting to say.