Executive Summary (This is a document excerpt)

Nearly 5 million people use Twitter, a service that lets people — and marketers — send frequent, short updates to their followers. Twitter is uniquely valuable to marketers because it's more immediate and interactive than any other digital channel. It's easy to use Twitter's search to monitor conversations about your brand; marketers as diverse as Dunkin' Donuts, Comcast, and Dell also use it to connect with fans, address support questions, and sell products. All marketers should look into Twitter, starting with securing your brand identity and monitoring existing chatter.

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