The original intention of sites such as Twitter may have been purely social, but like many Web 2.0 tools, it has evolved in the hands of its users. This time last year, the Canadian Marketing Association saw Twitter as a new toy for the tech savvy Millennial , “an easy, non committal way to keep tabs and staying emotionally close to our friends with low effort, risk and intrusion.” Within a few months, however, that tune had changed to How Tweet It Is . As a channel of communications that manages
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