By the time you reach the end of this sentence you will know, down to the last space, what 140 characters looks like; including this period.

A recent Ketchum experience with Twitter reminds us that each word online – each character – counts.

A colleague of ours was traveling to the hometown of one of Ketchum's long-standing clients when he fired off a Tweet in response to a personally offensive encounter (not involving our client). Although the ...