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Recommended Reading: Web Strategy by Jeremiah

Note from Pat: Great post about Exxon Mobil jumping into the online world to Twitter with the public. Talking with the your key constituencies is important and should be viewed as a long-term commitment that utilizes multiple channels in order to make the dialogue easy to participate in and follow. Hopefully Exxon Mobil is focused on the long-term and not being overwhelmed by the shiny Twitter.

Source: Web Strategy by Jeremiah

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