The other day, I received a direct message on Twitter from an unhappy bank customer who claimed his or her bank had lost a large ATM deposit. Now, people complain about their banks every day, and the bigger the bank the more rampant the kvetching.

What was unusual about this case was the person had set up a Twitter handle and account name that incorporated the bank's name, and the account profile page featured a realistic-looking — though fuzzy — bank logo. More than 100 tweets had been posted from the account, some direct complaints about the bank, others retweets of other consumers' issues with it. The bank chose not to comment about the account on the record.

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