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Jesse DeWitt is the digital director of language learning products at Merriam-Webster. And as you may surmise from his title, he does not devote the lion's share of his time to social marketing. He actually shares social media responsibilities with a few other colleagues who themselves have full-time jobs at the dictionary publisher, each one contributing a tweet here and a post there.
So why is Merriam-Webster cranking out so many posts—40 so far—on Peach, the social app that debuted last Friday and that is quickly becoming the talk of the Twittersphere? (Some praise it while others say it's a techie flash in the pan.)