Twitter's service outages are not a major issue for marketers because most brand chats on the microblog are "innocuous" and "don't warrant immediate attention," according to David Berkowitz, senior director of emerging media and innovation at 360i. The main concern for marketers during outages is not having a full accounting of tweets and therefore "getting an incomplete picture of the conversation," said Jonah Seiger, managing partner with Connections Media.

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