Twitter 'hires top PR firm Edelman to educate users outside Silicon Valley'

Everyone knows Twitter - but according to boss Dick Costolo about half of its 100 million user "just lurk on the site and don't tweet". Hiring a top PR firm could help to fix that.

The move is predicted by the US magazine AdAge after a review that the magazine first reported last month. There was no official comment from Twitter or Edelman.

Twitter, now 5 years old, is said to want to educate consumers outside Silicon Valley about the social network. It's understood that Edelman will focus on the U.S. and U.K. markets, and potentially other global markets, says AdAge. The account, which will be run out of Edelman's US West Coast group, is expected to include media relations, social media and direct-to-consumer initiatives. Earlier this week Twitter CEO Dick Costolo told reporters the micro-blogging platform had reached 100 million active worldwide users monthly, up 82% since January. The trouble was almost half its active users "just lurk on the site and don't tweet" he said. "Hence the Edelman move," said one observer. Edelman will try to help consumers understand Twitter's value and how it works, as opposed to creating awareness. Edelman has won numerous industry accolades over the years. Most recently , when it picked up the PR Week gong, 2011 Large PR Agency of the Year, one comment was "Edelman has exemplified how PR agencies are evolving beyond traditional PR tactics." Good example: how the firm prompted more than a million women to take the "Go Red Heart Check Up" by creating GoRedForWomen.org.

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