Why do companies love Twitter and videos so much, while holding longer forms of communication at a distance? I’d argue that it’s easy to control a message in 140 characters or a Facebook page, rather than in a blog post which could be easily pilloried in endless quotations, and misappropriated by re-blogging. In other words, Twitter’s succinct way of communicating allows you to hide as much as you reveal, while still offering the possibility of immediate pick-up and media attention–and that’s what makes it such a great PR tool.
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