One of the first to live stream its runway show online and to make the clothes immediately available for purchase as soon as they hit the runway.

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Some residents, who live under the flight path and are opposing the new runway plan, say better use could be made of existing airport capacity.

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The plane, which wasn't carrying live ordnance, crashed 2.2 miles from the runway of Naval Air Station Oceana, a senior Defense Department official told CNN.

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To that end, analysts at Klout evaluated the amount of buzz created by outreach efforts like live streaming on YouTube, updates on Twitter, blogging on Tumblr from backstage VIPs and Instagram posts from the runway.

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