Twitter Canada’s new head Paul Burns reimagines the platform as a business-intelligence tool [Toronto Globe and Mail (Ontario, Canada)]
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Source: Toronto Globe and Mail
Open this photo in gallery Paul Burns, the new head of Twitter Canada, poses for a portrait at the company's office in Toronto, Oct. 2, 2018. Galit Rodan/The Globe and Mail Paul Burns wants Twitter Inc. to be a game-changing tool for brands to engage customers – one that works with clients to create behavioural change rather than just get the message out. In some ways, this is already happening. Mr. Burns, who became managing director of Twitter Canada this summer, looks to examples like Nike Inc.’s latest “Just Do It” 30th-anniversary launch featuring former NFL quarterback-turned-activist Colin Kaepernick , and The Gatorade Company Inc.’s Like a Mother” campaign featuring Serena Williams , as two of the biggest recent cultural conversations spurred on by the social-media service. Mr. Burns has big dreams for the platform as a force for social justice and change, be it grassroots or brand-led. But the 280-character social-posting p
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