How Duane Reade and Papa John's make the most of Twitter

09/17/2013 | Adweek

Duane Reade represents one of Twitter's biggest advertiser success stories after boosting its Twitter following by 6,700% using Promoted Accounts ads and beating industry standard engagement rates by 2 percentage points through tactics including partnering with popular bloggers. Papa John's success story using the social media site has to do with its use of keyword search to target pizza-loving Twitter users with offers and coupons.

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