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Twitter Partners to help business cash in on Twitter

Digital media adviser and investor Peter Read has set up a marketing agency to help businesses sell themselves on the increasingly popular microblogging and social networking site Twitter.

Twitter has grown by more than 3,000% in the past year, according to figures from internet monitoring site Hitwise.

Read, who has been involved with several start-ups including Skype has assembled a team of advisers to found Twitter Partners that launches today, according to the Financial Times.

The Twitter Partners team include Lastminute.com founders Brent Hoberman and Martha Lane Fox, Index Ventures partner Saul Klein and Yahoo's former European vice-president Toby Coppel.

Read's marketing firm will provide consulting, software tools and services to its clients, which already include Virgin Media and Universal Pictures.

Services will include things such as "buzz-monitoring" to enable companies to monitor Twitter to see what users are saying about their products and services.

According to read, harnessing Twitter has to be strategic because Twitter does not sell advertising backed by an in-house marketing department.

US banks are already using Twitter as a way of staying in touch with customers, potential customers and the general public.

Analysts have predicted that integrating customer relationship management with Twitter will be increasingly important to help businesses improve profitability during the economic slowdown.

Twitter is also increasingly proving to be a valuable way to co-ordinate group activities, including protests at last week's G20 meetings in London.


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