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Branding challenges for Twitter and its users

Fionn O'Raghallaigh, Boston

Alexander MacGillivray, General Counsel at Twitter, spoke about branding, networking and the new Promoted Tweets

What opportunities do you think Twitter and other social networks offer to brand owners?

One of the misconceptions of Twitter that we’ve been working to correct is the idea that we’re a "social" as opposed to "information" network. There’s beginning to be some research confirming that view, but the basic difference is that Twitter is and has always been predominantly a place to reach as many people as possible with a message, as opposed to a place to connect with family and friends. Brands such as CNN or Starbucks can interact with customers directly on Twitter without the user having to figure out whether Starbucks is their "friend."

What advice would you give to brand owners looking to capitalize on social media such as Twitter?

Real-time search is very different from intentions-based search. As we’ve seen with global...

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