Microblogging is a form of blogging that limits posts to short sentences, typically no more than 140 characters. It began in 2006 with the launch of Twitter, which now has over 400 million users. Microblogging can be used to convey information or start discussions. Companies can use microblogging sites like Twitter to engage customers, build their brand, and track what is being said about them. Crafting an effective Twitter strategy requires regular posting of interesting, valuable content at optimal times while also responding to users and gathering feedback. TurboTax's use of Twitter helped them engage existing customers year-round and increased the likelihood of those customers recommending TurboTax.