Twitter is an intriguing customer communication channel, but its potential is uncertain and the rules of engagement are unclear. Experimentation will be needed to sort it out, and one recent test was Wells Fargo's "Mobile Monday."

On that day late in the year, mobile phone product managers sat side-by-side with the Twitter team to ask questions and respond to queries of the nearly 3,800 people who follow Wells on Twitter. The result was valuable customer research and goodwill from two-way dialogue.

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