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1、標題：Twitter:FromTrendtoTool原文：1.ThecaseforskepticismItiseasytobeskepticalaboutTwitter.Firstofall,thereisthebabytalkbrandlanguage,thesixdollarlogo,theassociationwithlikeablebutlightweightcelebritiessuchasAshtonKutcher,andtheevangelicaloverpromisesofzea
2、lots.YoumaysuspectthatTwitterisnothingmorethanaparticleacceleratorfornarcissism,banality,procrastination,distraction,andtrendiness–andit’sthatspecialtrendinessthathasatoeinhysteria.Andthenthere’sthecompany’sattitudetowarditsbusinessmodel,whichsoundsa
3、lotlikemostpeople’sattitudestowardcleaningupthebasement:itwouldbenicetodo,butjustnotthisweekend.Whyshouldyourcompanyinvestresourcesinamediathatmightnotbehereintwoyears?ForyouwillbemakinganinvestmentinTwitter,eventhoughyouwon’tpaythemacent.Twitterisze
4、ro‐costbuthighmaintenance.Someoneatyourcompanyneedstospendtimea)planninghowTwitterfitsintoyourmarketingstrategyb)learningTwitter’sdistinctpossibilitiesandprotocolsc)tweetingandd)monitoringandrespondingtothetweetsofothers.Sincethemosteffectivetweetsof
5、tencontainlinkstousefulsites,theeffectiveuseofTwitterincludesresearchtime.Youalsoneedtoseekqualityfollowersandfilteroutinappropriateones.TheTwitterexperienceisremarkablyinefficient.Twitterdoesn’thaveanycustomersyet:you’rereallyabetauser.Soitdoesn’tha
6、vethehabitofmicroinnovationthatcustomerserviceinspiresandenforces.(Toyotacallsthesesmallimprovements“kaisen.”)Whatinnovationthereisoverandabovethebasicinterfaceisdispersedinmorethanadozenthirdpartysolutions,whichneedtoberesearchedandintegrated.Thebas
7、icTwitterinterfacedoesnotallowyoutoedityourtweets,easilyshrinkurls,createdistinctstreamsoftweets,isolateconversations,createalistoffavoritefollowers,findanyparticularfollowereasily,ororganizeyourfavoritetweets.Customerservice,suchasitis,isglacialandu
8、nresponsive.TheshortcomingsofTwitterillustratethatinnovation.Isn’tallgurusandlegalpads.Innovationcomesfrompeoplebitchingtoanengagedfrontlineservicestaff.2.ThecaseforTwitterYet,onceeveryobjectionhasnoted,Twitterstillmakesagreatdealofsenseformanybusine
