Twitter users are watching marketers closely. To appeal to them, abandon the clichés

Elana Morris

Consumers are savvier and shrewder than ever in their judgement of “Brand Twitter,” a tongue-in-cheek name for the spaces that brands occupy on the social media platform, as well as the engagement that encircles them.

Brand messaging frequently sounds the same on social networking platform Twitter, and it’s making marketers less effective.

That is according to both quantitative data and Twitter users themselves, who have expressed weariness with the homogenization of...

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