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“I like forensic accounting, financial crisis hindsight, and kittens.” What Tracy Alloway has in her bio on her Twitter page is helpfully indicative of the type of content her followers can expect from her: a healthy blend of financial insights and humor. Formerly the US financial correspondent for the Financial Times, Tracy now works as Executive Editor for Bloomberg Markets. As the face of one of the largest financial magazines in the United States, Tracy positions herself as a thought leader within the financial news industry in order to promote both herself—and, by extension, Bloomberg as a whole—as a reliable provider of the most recent information and original insights. To this end, Tracy takes full advantage of Twitter’s fast-paced and discussion-focused nature, using it as her primary platform for leading the online conversation. Let’s shift the Executive Spotlight onto how...