Ignore Twitter? Major brands learn they’d better respond — and quick

Separate incidents involving CNN, Amazon and Domino’s Pizza reveal that fluency in the evolving language of digital public relations comes easier to some companies than others.Amazon.com Inc. shut like a book.Domino’s Pizza Inc. was late but eventually delivered.And CNN focused on the good news.When the three major brands engaged with their Web-savvy fans and critics in separate incidents last week, their responses demonstrated how corporations are still learning how to control their messages — and reputations — in a fast-twitch online world.The mixed track record so far shows that fluency in the evolving language of digital public relations comes easier to some companies than others.
http://www.latimes.com/business/la-fi-twitter20-2009apr20,0,2701874.story