Twitter is a powerful marketing tool, and brands are seeing big success with campaigns that link social chatter to real-world consumer activity, writes Roger Katz. The key is to make that transition as seamless as possible, and to make it easy for users slip into relationships with a brand. "Particularly on Twitter, it's absolutely critical to avoid friction-filled forms and steps at that first touchpoint, especially those that are in any way mobile-unfriendly," Katz writes.

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