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Twitter was based on live events and virality, so they wanted stars to use the site to do things that would start conversations and lead to a lot of retweets. Nowhere was that more obvious than at the March 2014 Oscars. Twitter’s television partnerships group had spent months with host Ellen DeGeneres’s team,15 tossing back and forth ideas about how she could create a tweetable moment from the star-studded awards event. DeGeneres liked the idea of taking a selfie.
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