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Twitter was originally created to be an internal collaboration tool. Since then, the microblogging service has grown into an important medium for businesses, government agencies, educational institutions, and organizations of all kinds. In this session, you'll learn how Twitter got to where it is today—and more important, you'll see how to use it effectively. You'll learn how organizations use Twitter internally, publicly, and in ways you probably didn't think about. See how to use Twitter to keep in touch with your audience and employees during the day, at events, and for collaborative projects. You'll see examples of how to use Twitter as a back channel to your organization, and you'll learn how to integrate Twitter into a broader social publishing strategy.