CHAPTER 4Character in 140 Characters

Described as the SMS (Short Message Service) of the Internet, Twitter enables users to share 140 character updates, links, and pictures with anyone who cares to follow along. While people may be sharing less within each post or update, ultimately more information is being created, most of which is public.

For businesses, this very personal and often protective community requires engagement that is not only authentic but timely as well. Here conversations typically start and end within minutes. Responding in only 140 characters at a time can require a creative touch because the spirit of the response can be just as ...

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