According to research conducted by Harvard Business School professors Jonas Heese and Joseph Pacelli, social media — and Twitter in particular — plays a critical role in allowing customers, employees, and other stakeholders to hold corporations accountable.
Traditional media and newspapers have steeply declined in recent years, eliminating a key vector by which companies have been monitored and made to answer for their actions. However, Heese and Pacelli believe that Twitter could partially fill the void.
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