In early August, a world record was broken when Japan sent over 149,109 tweets per second during the re-air of a classic animated movie that is aired annually. It’s mind-blowing to think about how many different ways people are getting, interacting with and spreading the word about nearly everything.

There are ways to track a person’s digital footprint but most paths aren’t linear. There are thousands of ways to interact. Even the latest adopters are catching on. So what’s to make of it all? Businesses are faced with the same options.  The ones who choose to sit out all together, because there are too many choices, are the ones who eventually won’t be found at all.

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