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It could well be because they've not heard of this medium. Or they don't know how. Or what the benefits to them might be. Or to their customers. SouthWest Airlines has worked that out and I for one am pleased because they served as a teaching metaphor for an industry blog.

Whether that turns out to be a good or not so good thing is another matter but as we're all learning it doesn't actually matter because no-one cares about 'getting it right' only that the discussions are taking place.

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