Over the years, microblogging site Twitter has tried hard to find new ways for audience engagement, with its latest effort being a service known as Twitter Seva — a tailor-made public grievance mechanism, designed for India. All the news and views generated on the site have no doubt made the different arms of the government sit up and take notice, with the railways ministry being the first to establish a Twitter war room and others soon following suit; the latest was the Ministry of Commerce, which got its own handle on April 21. In fact, railways minister Suresh Prabhu — who famously managed to get a diaper delivered on a running train after a hapless father tweeted to him for help — is said to be reportedly hooked to the ministry’s Twitter feed all day.
Twitter wants to grow in India by going local. Will its strategy click?
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