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Why does Michelle Obama need two Twitter accounts? (+video)

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(Read caption) The first lady tweets a photo of her new hairstyle.
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Michelle Obama is on Twitter! That was big news on Thursday, the first lady’s birthday. The White House announced that Mrs. Obama had launched a new Twitter account, @FLOTUS, and lots of folks chimed in with messages welcoming her to the world of micro-blogging social media.

But hold it – wasn’t she already on Twitter? We’ve been following @MichelleObama since the beginning of the 2012 presidential campaign. Is this a reboot, a dual account, or what? Is it the equivalent of the grand opening of a store that’s been in business for months?

Sort of, yes. Except it’s a retail establishment that has two branches kept separate for legal reasons.

The invaluable Mashable has the full story here. The @MichelleObama feed is paid for and run by the Obama/Biden political campaign machinery. That’s why it was so active during the summer and fall, as it exhorted everybody to get out and vote, and in general pushed the fortunes of the incumbent presidential ticket. It’s an overtly political use of social media.

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