AmEx-Twitter deal taps web of links Paying by Twitter seems to make as much sense as keeping up with your old college roommate via PayPal. Delight with the dealBut American Express is betting that there's a whole market of consumers who treat shopping as a sort of performance, who like spreading the word about good deals and great finds. The kind of people who love explaining how much of a discount they got on their new shoes, or who make "unboxing" videos on YouTube where they spend five minutes unpacking a new tech gadget while narrating the process. According to Leslie Berland, who runs digital partnerships for American Express, that confidence comes from previous collaborations with Facebook, Foursquare, and Twitter itself. There was so much viral activity, we saw new customers who walked into establishments, and those who redeemed the offers went back again. The partnership is part of a larger push by social networks into e-commerce, as they take all the information they have about users and try to make money off it.