Likewise, it is silly to say there is only one “right” way to use certain technologies. Twitter is one example of the digital equivalent of duct tape. Companies have learned to use this platform in surprising ways, depending on their needs. Some companies—like many of the major media outlets—use Twitter as a means of broadening the reach of their content. Others, such as Delta, JetBlue, and Southwest, use Twitter as an effective customer service tool, enabling them to support customers in a fluid service environment. Still others use Twitter as a business intelligence tool. The health care
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