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"What are you going to get done with just a standalone Twitter? You're going to have a lot of conversations around something -- have conversations about content, collaboration, and people," says Ross Mayfield, CEO of Socialtext. "That's why I think something that is a conversational tool like this really benefits from a direct tie-in to the way you're otherwise working."

We've delivered social messaging in a way that delivers an integrated value proposition, which will take us into different use cases than just having a room where people can have conversations," Socialtext founder Ross Mayfield said in an interview.