Twitter can help small businesses - many without ad budgets - take their game pro.
An article in the NYT highlights some examples.
This social media tool is certainly not a threat to mass advertising, it just helps businesses create relationships with their customers, for sales and customer service.
Even if someone doesn't think they have time for it, they should at the very least set up alerts to see if customers have negative comments. It's better to address them quickly before they tell everyone they know - online and off.
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