Twitter, the social-media micro-blogging platform, last week reported that The Wendy’s Co. of Dublin, Ohio, won its 2011 Golden Tweet honors for the most retweets for a less-than-140-character Father’s Day Tweet it had paid for. And on Tuesday, McDonald’s Corp. bought a “promoted tweet” for most of the day that foreshadows an upcoming Big Mac promotion, which also employs web and Facebook pages. “Wendy’s offered to donate 50 cents for every retweet, ...

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