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"Given that Hallmark’s slogan is “Life is a Special Occasion,” it’s not surprising that over the past year, the brand was the subject of 2,000 Twitter posts on average each week. Nearly synonymous with ‘greeting card,’ the Hallmark card has so far survived the threats presented by text messages and e-cards. But as postage prices continue to rise and mail service cuts back to five days a week, how can Hallmark remain relevant in the digital age? For insight into Hallmark’s brand affinity, we turn to social media analysis for guidance..."
