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In the exploration of the most convenient media where to advertise, some marketers have misinterpreted the term "Social" with "Reach",. where social is totally limited to a personal communication.
I think the limited space Twitter introduced has reshaped the concept of advertising, which made it more straight to point and precise, not limiting it in a negative way. This made more companies follow these rules to adapt to market demands and to guarantee reaching to a biggest scope of audience.
