With Twitter, PR pros can breathe new life into brands

You’ve probably heard the social media case studies about Comcast, Dell, and JetBlue. “They have all reinvigorated their brands using [Twitter],” said media consultant Ian Capstick. Their stories are told so often, they’ve nearly become social media case study clichés, he added. But here’s the rub: Lots of PR pros have trouble converting these Twitter case studies into their own success stories. “As it turns out, public relations thought-leaders suggest it’s …

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