via Networking Exchange by Brian Solis
"The key to remember is not to judge the success of the ad by the number of Tweets, as that frequently represents only a small subset of those who are exposed to the message. That’s a ratio that you can change. Nonetheless, those exposed and those who tweet demonstrate value to brands. Doing so increases lift and overall brand metrics…"
"Tweetable moments require architecture. Second screen behavior, what’s said and what happens next, also requires architecture. The intentional design and integration of branded value and story turn the wheel of discovery and engagement to the benefit of everyone from viewers to marketers. At some point the role of the first and second screen blurs in the background, creating one living and Tweeting ecosystem of story and experience."