On a typical day, The Wall Street Journal publishes about 500 or 600 stories. And with correspondents spread across the globe, those stories go up around the clock. To match the frenetic pace of publishing, the Journal employs social media editors in its New York, London, and Hong Kong bureaus to share Journal content on all its social channels.

But the Journal has more than 80 institutional Twitter accounts, and only the main Journal Twitter brands, like @WSJ or @WSJD, are run manually by the editors. The rest are mostly automated, a feed of headlines.

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