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In our recent Intelligence Report on Social Platforms, our research revealed that Twitter was a far less effective fan engagement tool and driver of site traffic than any other major social network. What then, is the role of Twitter for brands, in particular prestige brands, whose big-ticket merchandise is even less likely to draw in the platform’s mostly news, media, and friends-focused users? In our newest video interview, L2’s Head of Research Maureen Mullen answers this question and also highlights how some brands like Chanel, ASOS and Nordstrom have already turned Twitter into a huge asset.

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