Physician executive and coach Richard Winters recently paid to promote his work on Twitter.  It created a small kerfuffle.  Not surprising, really.  We get wiggy when doctors do something different.  Hats off for poking the box.

But it’s really not surprising that promoted tweets ‘worked.’  Google adwords, banner ads and sponsored tweets will get you eyeballs, short-term traffic and the unexpected phone call.  But while paid media has a place and time, value and trust are required for integration into a community.  These take years of work and consistency.  It’s hard to buy.

Nonetheless it’s interesting to think about and fun to watch.  Winters’ demo also showcases how self-experimentation and narration can be an effective way to engage folks.

He finishes his post with a tease suggesting that he’ll disclose the results of his next Twitter promotion self-trial.  But with one small catch: you can see it if you leave him your email.  Love it.

I’ll leave my email when he offers a free set of steak knives.

Twitter birds from here.