In today's Los Angeles Times, an article stated that companies can use Twitter to make or break their reputation. The three examples they used were CNN, Amazon, and Dominoes.
http://www.latimes.com/business/la-fi-twitter20-2009apr20,3,7741291.story
Why is this story interesting? Because it focuses on the business aspect, instead of the personal aspect, of Twitter. Companies use this site to update consumers/customers on everything that is going on. However, anyone can create a fake user name and pretend they are company. What happens in this case is that the actual company will buy them out, and pay them to maintain and continue update the tweets, just so long as they are positive about the company.
My favorite quote from the article: " 'There's a mob mentality to social tools where people quickly try to put fuel on the fire, really encouraging brand damage and damage to individuals,' said Jeremiah Owyang, a senior analyst at Forrester Research."
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