Don't be a Twitter quitter

10/13/2010 | MediaPost Communications

Some marketers have been voicing concerns about Twitter's long-term value to their brand, but companies that shutter their Twitter accounts are being shortsighted, writes Jessica Michaels. Customer engagement may not show up in the bottom line, but it's a powerful branding tool, and can eventually be leveraged to boost sales. "Given the relatively low cost of establishing accounts on Twitter and other social media outlets, sales driven from these platforms can result in low cost per acquisition and high return on investment," Michaels writes.

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