Does negative social buzz have staying power?

02/19/2010 | Harvard Business Review online

The Winter Olympics in Vancouver, British Columbia, have served up plenty of material for snarky Twitter users amused by the games' many small failings, notes Alexandra Samuel. Yet Twitter's fast-paced nature makes it difficult for any one story to make a durable impression, she argues. Social-media teams would be better off re-tweeting praise than worrying about criticisms that are here today, gone later today, she writes.

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