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You could replace the word tweet with advertising, and you wouldn't be far wrong for a lot of brands!
If anyone wants some good reading on this I recommend Byron Sharps book, "How Brands Grow" , he uses empirical techniques to actually understand the role that advertising has in driving sales, the answer is that it does have an effect, but not quite how most people think.
Sam_w
So at best the tweet was a futule exercise and at worst a total cockup.