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Victim of success: What marketers can learn from Twitter's stumbles.(Adage.com)
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Advertising Age
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August 4, 2008
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Copyright informationCOPYRIGHT 2008 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Pete Blackshaw
What are the limits of consumer loyalty when a particular product or service consistently stumbles or just doesn't work? What if those stumbles are actually due to the immense popularity of the product?
Any fast-growing brand that has seen its infrastructure quiver under the weight of customer demand should look to Web 2.0 darling Twitter for a lesson on what not to do. The message platform allows users to tell a self-selected group what they are doing at any time of the day, using a PC or mobile device to transmit short, 140-character-or-less messages.
A growing percentage of users have publicly sounded the alarm that the service breaks ...
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