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Ketchum ISG Twitter 101
The document discusses Twitter's rapid growth as a social network where users share short updates, noting its cultural significance and evolving usage patterns. It highlights the importance of engagement over mere broadcasting for brands on the platform, advocating for a conversational and customer-service-oriented approach. The text emphasizes that Twitter should be seen as a vehicle for interaction rather than just a marketing tool, suggesting brands maintain a balance between self-promotion and providing value to their audience.
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