If like us you see social networking as a great way to promote yourself and your offerings, you have to contend with the problem in that in order to boost your own credibility you're forever referring your visitors to content owned by other people. 

What you ideally need to do is boost your credibility and get people to click-through to your site and view your offerings.  Here's a diagram that shows what happens:


The principle behind Twitter Ad Box is that you refer to the user to a place where they see both the content you want them to read that improves your credibility and a message for own offerings.