Many companies in Korea are running Twitter sites to communicate more effectively with customers. However, most corporate Twitter pages focus on attracting people through gift events or with discount coupons rather than providing any substantial content. Companies believe that the number of followers they have quantifies their likability, which in turn predicts and extends the reach of advertising. Corporate tweeting that draws attention to the company through gifts and events fails to adequately communicate with customers and share corporate news and events; it merely raises interest in the special events and gift-coupons. Just as radio-programs invite listeners to call and share their stories, SK Telecom invited people to post their stories to its Twitter page. SK Telecom thought that real communication with the customer happens when customers spontaneously visit their Twitter-page and enjoy it. Through such TJ activities, the likability of SK Telecom’s news and events improved remarkably. The company was chosen as the most reliable social
