Business owners as a rule tend to be a shoot from hip, wear their emotions on their sleeve bunch. Social media has the capability of taking simple vents or rants and destroying your brand or business overnight.
Tweeting is not like sounding off to your friends in a bar. It feels that way, however your drunken stupor rants will be interpreted quite differently by the instant access of the web.
Business owners must maintain their professional persona's 24/7 in every communication channel.