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A perfect example of this came last month when a major movie rental service announced it was rebranding and changing its name. The whole campaign hit a bump in the road when they realized someone else had the Twitter handle they wanted, and that person’s tweets would have seriously hurt the brand…let’s just say they weren’t tweeting about movies!

Since you can’t buy a Twitter handle—Twitter doesn’t allow it—here are some things you should think about when snapping up your brand’s web and social names:

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