For Some Corporations, Twitter Is Source Of "Foot In Mouth" Problem

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Mark Melin
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Updated on

As Twitter Inc (NYSE:TWTR)’s positive earnings were reported along with disappointing user growth, leading to a 12% drop in the stock price in after hours trading, many large corporations are creating problems for their brand by saying too much on the social network. As Twitter Inc (NYSE:TWTR) emerges as a news feed of sorts, major corporations grapple with their place in what is considered the new public forum.  Some corporations are constantly tweeting, Joshua Brustein noted in a recent Bloomberg report, and in some cases it causes the brand problems – and ultimately requires apologies. Corporations apologize on Twitter much more than individuals…

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Mark Melin is an alternative investment practitioner whose specialty is recognizing the impact of beta market environment on a technical trading strategy. A portfolio and industry consultant, wrote or edited three books including High Performance Managed Futures (Wiley 2010) and The Chicago Board of Trade’s Handbook of Futures and Options (McGraw-Hill 2008) and taught a course at Northwestern University's executive education program.