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Is Trump Hate-Tweeting You? Find Out if it’s Really a Crisis

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Whether it’s gauging the public response to a presidential tweet or a self-inflicted wound like Wells Fargo’s, experts say this kind of real-time brand tracking has become a necessity. “A tool like this is invaluable in today’s climate,” says Marlene Towns, a professor of marketing at Georgetown’s McDonough School of Business. The social media spin cycle, she says, has dramatically sped up the timeline in which a scandal or public relations misstep can escalate into a full-on boycott. Quarterly brand-tracking reports don’t move at the speed of Twitter.