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Last December, a single tweet from then-President-elect Donald Trump led aerospace firm Lockheed Martin to briefly lose about $4 billion in market value. The president’s tweets, which are closely watched by markets, have demonstrated the kind of influence social media can wield over companies, politics and international relations.

In turn, companies need to develop deep, cultural understanding of the tools and technologies social media offers in order to prevent being caught unprepared, according to the chief of Canada-based Hootsuite.

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Source: CNBC