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NPR Puts Person Behind Twitter Account, Sees Engagement Soar

Publishers would be wise to stop using their Twitter accounts like an RSS feed that automatically pushes stories out to followers. Rather, they should take a page from NPR, which recently put a human at the helm of its once-automated Twitter account. The result: “During … five days of manual updating, there were 142,219 visits to NPR’s website from @nprnews tweets -- a 45 percent increase from the average (98,213) of the five weeks leading up to the experiment,” Nieman Journalism Lab reports, citing NPR’s Google Analytics data.

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