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Ignore Twitter? Major brands learn they’d better respond — and quick

Apr 21, 2009
Separate incidents involving CNN, Amazon and Domino’s Pizza reveal that fluency in the evolving language of digital public relations comes easier to some companies than others.
By David Sarno and Alana Semuels
April 20, 2009

Amazon.com Inc. shut like a book.

Domino’s Pizza Inc. was late but eventually delivered.

And CNN focused on the good news.

When the three major brands engaged with their Web-savvy fans and critics in separate incidents last week, their responses demonstrated how corporations are still learning how to control their messages — and reputations — in a fast-twitch online world.

The mixed track record so far shows that fluency in the evolving language of digital public relations comes easier to some companies than others.

First, CNN: As Ashton Kutcher edged out the cable TV network last week to become the first to attract 1 million followers to his Twitter account, an odd quirk of the much-hyped race was overshadowed: CNN hadn’t actually owned its account until a few days earlier.

Read the rest of the story:  http://www.latimes.com/business/la-fi-twitter20-2009apr20,1,4005738.story

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