Twitter has rolled out its long-awaited plan to make money from advertising. Under the plan, advertisers would pay for "Promoted Tweets," which appear when users search for content. Eventually, the company plans to insert the tweets into users' regular Twitter streams. The strategy is functionally similar to AdWords, argues John Battelle, and its success or failure could have sweeping consequences. "The multi-billion dollar question is this: will users click Twitter ads?" notes Ben Parr. "The answer to this question will decide not only the fate of Twitter as a company, but change the direction of all social media."