Pepsi & Twitter as early-warning device

Over the past year, Twitter has become a wildly-popular social network, allowing people to stay in touch not just with their friends but also with celebrities like MC Hammer and Shaquille O’Neal, who use the service to talk directly to their fans. For many companies, meanwhile, Twitter has effectively become a real-time market-survey tool. Comcast and Zappos, for example, have used it to track reactions to their products and have been able to respond to their customers much faster than they could in the past. Some companies, however, have found themselves at the center of a Twitter-storm — including Johnson & Johnson, which faced criticism from mothers both on the service and in the blogosphere at large, after an advertising campaign for the painkiller Motrin made what were seen (by some) as disparaging comments about moms who carry their kids in slings.

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