Get the business leader′s guide to using Twitter to gain competitive advantage. Since 2006, forward–thinking companies like Apple, JetBlue, Whole Foods, and GM have discovered the instant benefits of leveraging the social media phenomenon known as Twitter to reach consumers directly, build their brand, and increase sales. Twitter is at the leading edge of the social media movement, allowing members to connect with one another in real time via short text messages called "tweets" that can be received either via the Twitter site or by e–mail, instant messenger, or cell phone. Many companies have started building entire teams within their organization dedicated solely to responding to tweets from consumers about their brand. And this is just the beginning. In Twitter Power , Internet marketing and Web innovation expert Joel Comm shows businesses and marketers how to integrate Twitter into their existing marketing strategies to build a loyal following among Twitter members, expand awareness for their product or service, and even handle negative publicity due to angry or disappointed consumers.