Subject areaChannels and tools
Also known asX
Twitter is the short-message social platform launched in 2006, renamed X in 2023.
Each message, the tweet, is public by default and appears in a feed that runs in time order: this is why Twitter became the home of real-time conversation, where people comment on an event as it happens, share news and follow a live broadcast.
For companies Twitter has had three recurring uses: fast news, public customer care and listening to what people say about the brand. Speed is also its risk, so a company account needs clear rules on who publishes and how to respond to a crisis. On the Blog the name Twitter stays the one used when the articles were written.
An example
On 18 February 2013 the US Burger King account was hacked and for some hours published messages written by the intruders, visible to anyone. The case, followed live on the Blog, shows that on Twitter a brand's reputation also depends on who holds the account credentials.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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