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This is part of a presentation I gave to the Comcast employees West Division Social Media Club about an outage we had in the Lake Stevens area in August 2013. The event occurred in a small enough area to show a clear picture of the future of business-to-consumer public relations and social media. The day of the telecom company just Tweeting "Sorry about the service interruption" is past; we need now to engage customers very personally. As the voice of @ComcastWA, I had a variety of personal discussions with people.