What does Twitter’s IPO mean for communicators?

Changes are already happening as the 140-character powerhouse goes public Thursday. But how far will Twitter take things, and how will faithful tweeters respond?

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It’s a platform that has every communicator, politician, and celebrity daydreaming.

Tweet the right photo or barge in on the right Super Bowl moment, and reap a massive return out of a mere 140 characters.

Whether you use Twitter to report the news during a hurricane or shoot yourself in the foot with Kenneth Cole-style gaffes, questions hang over the social media mammoth’s initial public offering Thursday.

Will increased financial demands force Twitter (like Facebook) to evolve in ways that alter the strategies of organizations that tweet? Or would it be nuts to tamper with success?

Twitter, which boasts 230 million active monthly users worldwide, is already changing in advance of the IPO, says Paul Rand, chief digital officer of Ketchum and president and CEO of Zócalo Group. Last week Twitter rejiggered its map design to make photos and videos more prominent in its users’ feeds without expanding the content.

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