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Becoming more interactive: How Twitter message types influence relationship building

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 February 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


One the more striking developments over recent years is the explosive growth of social media. Numerous individuals use these Web 2.0 tools to fulfill their desire to expand their network of acquaintances. Becoming friends, fans or followers of like-minded others online enables them to achieve this objective. The business world has not escaped the impact of this highly addictive phenomenon. A presence on platforms like Facebook and Twitter is now the norm for companies around the world. Social networking sites like these provide a valuable link to consumers and other stakeholder groups. These different publics can engage more closely with firms and directly communicate their needs, opinions and concerns.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Becoming more interactive: How Twitter message types influence relationship building", Strategic Direction, Vol. 31 No. 3, pp. 30-32.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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