As a dot com veteran of more than a decade, my views on Twitter are somewhat skewed by having seen the mighty felled and the meek inherit the earth. There’s no doubt Twitter is hugely influential, but as I’m sure both experts and laymen alike will testify – the way it’s used raises even more questions about what it actually is.

So, when Twitter announced its commercial strategy for advertisers (which divided users) my reaction was akin to that of seeing Spurs snatch defeat from the jaws of victory. Twitter’s come of age and got a job, but a) so what and b) will its ad clients be severely let down?

But what bugs me the most about Twitter going commercial is that too many marketers are in danger of wasting their cash on a fashionable bandwagon.

Why?  Attributing Twitter’s commercial value to the value of follower numbers is a false economy.  Social media is about making me care about something, not the faceless masses.

I understand when an interesting brand or person says something newsworthy or makes me a relevant offer, but what offends me are endless vacuous re-tweets or corporate self-righteousness. Do I care that NatWest is Tweeting about its CSR policy?

Banality aside, I am not immune to Twitter’s usefulness. It’s democratic: I can filter what I find interesting. I can choose whether I want to hear what Stephen Fry has to say about the iPad, or block the BNP from targeting me with propaganda. It’s partly information overload, but also a minute by minute barometer of what’s hot right now.

My big issue is whether monetising Twitter will make it useful, let alone credible. Will its advertising service encourage brands previously wary of the platform to embrace it? If the ads are well targeted it could be an extremely attractive proposition for many looking to micro target user conversations. Will it give brands greater opportunity to publicise their intentions and reach consumers?  Sadly, yes, at a price.

The flip side is that Twitter ads will need to follow Facebook and Digg’s lead in providing inoffensive advertising that doesn’t turn users off. Signs of Twitter having tested its model are encouraging – but Twitter shouldn’t be for every brand, although it will probably have some use for most.

Some tweets suggest that users are positive about the messages due to hit them, so, to maintain customer interest Twitter needs to ensure the ads are relevant and not overly intrusive, much like Apple is doing with its iAd offering.

Like any new platform, advertisers must be prepared for expectations to be met and potential backlash.

Deeper than this, for Twitter to be a credible, accountable, trusted marketing channel its measurement must be addressed. So far, its metrics are irrelevant. It reminds me of the malaise in the publishing industry years ago when Publisher’s Statements were second fiddle to an ABC or an NRS.  I hope commercial Twitter will be far easier to track results and reputation. No brand wants to spend time creating social media strategy only for a channel to close down.

Twitter already works best as a real time mood monitor and CRM tool.  As an advertising platform, unless a brand targets down to the colour of my socks and where I am in the world right now, then it’s not going to work. I want real time ads to offer me something I need or am interested in – a restaurant offer, a hotel offer, Spurs in Europe tickets. How do I get home from the Caribbean when all flights are grounded?

It is possible for Twitter to deliver, but for consumers it will only be useful if the ads are of behavioural value and I won’t recommend it to my clients unless I am 100% sure it can deliver.

If there’s any hint of doubt then Twitter should follow Spotify’s model and let users decide whether they want advertising or are happy to pay for membership. Otherwise advertisers will gain little value from filtering endless tittle tattle and twaddle.

As Conservative leader and former PR man, David Cameron recently declared on live radio – ‘Too many tweets might make a twat’.

He may be onto something – finally.

Jim Brigden is the CEO of I Spy Marketing