The team behind a controversial plan to build an Islamic community center near the World Trade Center site in New York City has been using Twitter to respond to critics. Oz Sultan, the social-media consultant managing the campaign, says he has had to learn on the fly, and is dialing down his usual snark and quirky jokes in a bid to defuse the pubic relations storm surrounding the project. "People are sitting there shoving visceral and vitriol down your throat and, because of the sensitivity of the situation, at the same time, you have to be sensitive to them. It's like post-modernism in action," he says.

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