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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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Dedicated Monitoring Tools

Tweeting an appropriate message is one thing. But as with any other media campaign, you can’t improve what you cannot measure. Tools make the task of marketing more efficient and effective, and with so many businesses turning to Twitter, the number of “solutions” is vast. These tools can help with everything from source network connections to social content management to engagement measurement.

Monitoring tools can be free or they can cost more than a few hundred dollars a month. The more sophisticated the technology, the more expensive it usually is. In our experience, no single platform gets the job done on its own. They all require a keen eye to sift through the data and put it into context.

Some platforms monitor ...

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