Twitter users share thoughts and information in real-time with a 140-character limit. Tips for building brand image through the service: Subscribe generously to other users, get personal and be responsive.
Netflix hopes to morph from a DVD-rental company into a delivery vehicle for subscription and Web-based entertainment, CEO Reed Hastings says. Spending on online content initiatives increases the company's appeal to customers and potential consumer electronics partners, Hastings said.
Google and Amazon.com executives are testifying before the House Small Business Committee about how they help small outfits succeed. Google's search engines help customers find small businesses and the company paid $4.5 billion to thousands of small businesses that accepted Google ads on their sites. Amazon has made customizable sites affordable for its small-merchant partners.
Improving user experiences online, engaging with customers and building brand identity are all common goals, but Web success should still be measured by ROI, according to one writer. Optimization to maximize expected value is key, he writes.