Outside Yosemite, citizens following the radio reports of deployed emergency personnel are picking up bits and pieces and amplifying and broadcasting rumors through Twitter and Facebook. Officials credit Google with directing people to reliable information on the inter-agency emergency site Inciweb. California's largest every forest fires have on scene 3,700 firefighting and support personnel, 15 helicopters and two DC-10 jets.
Brilliant -- finally. From this post: "Common sense dictates that the ROI of engaging and listening to your customers is higher than ignoring your customers. (This thought can probably be attributed to someone else. If you have a source, please leave it in the comments.)"
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