Advertising Feeds on Twitter

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During last year's NBA Eastern Conference Finals between the Cleveland Cavaliers and the Orlando Magic, Turner Broadcasting managed to weave social-media feeds into its home page.

Fans accessed the conversation by logging onto Twitter through TNT.com, and the tweets were also posted on Twitter with links back to TNT.com. Those forums mean more Web traffic--and thus more advertising revenue.

"It's exciting to sell this to an advertiser," said Liza Hausman, vice president of marketing for Gigya Socialize, the brains behind the integration technology.

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