Twitter, one of the world’s leading social media platforms, has more than 300 million active users. In contrast to Facebook, which skews heavily toward personal communication, Twitter is used more actively for business. As a result, brand managers, customer service agents, and other businesspeople became early adopters so that they could stay abreast of the streams of information they cared about and communicate with current and potential customers. Twitter users check their newsfeeds for real-time information on everything from business news events to sales at their favorite retailers. At a number of companies, “C-level” executives in addition to the CEO have begun tweeting. However, CEOs generally have the most social cachet and are considered the ultimate company spokespeople.