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Monitor and Repond. Exactly. Senior executives don't seem to realize that they can use Twitter passively if you want to - just follow other people and see what they're saying. Then they can respond if they want to.
Thanks for your comments. It's good to know I'm on the right track!
A brilliant article, Andy. Cuts to the chase - and if it ruffles a few feathers and upsets a few people, who cares? Nice work.