Chipotle's recent Twitter "hack" publicity stunt was a lame one at that, Molly McHugh writes. The move highlighted the broader problem with Twitter buzz, which rewards brands for using PR gimmicks rather than building real engagement, McHugh writes. "Twitter is all about notoriety and follower numbers -- it's a social ladder to be climbed. ... [M]aybe we sucked it dry of anything genuine," she writes.

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