Chapter 19

Twitter: a communication revolution

You can't shortcut relationships.

Scott Stratten

Off the back of a Twitter exchange, we'd just locked in a meeting with the CEO of Deloitte, a billion-dollar revenue company.

It began when we saw a tweet from our friend Anne Sorensen praising Deloitte's social media policy. Here she spoke of a CEO of a well-known international advisory firm who not only had embraced Twitter within his organisation, but was himself very active on the platform. This was exactly the story our clients needed to hear.

We retweeted Anne and sent congratulatory tweets to the Deloitte team. After a short Twitter exchange we switched to email. Finally we mustered the courage to try to connect directly with Deloitte's CEO, ...

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