• by Joe Mandese  @mp_joemandese, June 20, 2012

For a medium that is pretty sparse on words, Twitter CEO Dick Costolo is talking an awful lot about long-form literary figures.

First he cited author Salman Rushdie’s eloquent tweets. Now he’s channeling Ernest Hemingway.

Costolo is telling Cannes Lions attendees that they could learn a lot from Papa about how to use Twitter as an effective brand communications platform, suggesting they borrow Hemingway’s “show don’t tell” approach to literature when they tweet.

Specifically, he suggested utilizing Hemingway’s “iceberg theory” that the emotional resonance of an iceberg is the fact that “only one eighth of it is visible.”