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.
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