Wall Street Starts to Embrace Twitter
華爾街開始擁抱推特
本則影音新聞出處：新唐人電視台英語新聞
【新聞關鍵字】
1. Embrace :v. [ɪm’bres] 擁抱；採納
2. Barrier : n. [‘bærɪɚ] 障礙
3. Payoff :n. [ˋpe͵ɔf]收益
4. transaction : n. [trænˋzækʃən] 交易
4. ～fold : [fold] …倍
5. retail investor : ph. 散戶（投資者）
6. go ahead : ph. 許可
7. roll out :ph. 推行
8. be wary of : ph. 對…感到謹惕
9. in large part :ph. 在很大程度上
10. compliance :n. [kəm’plaɪəns] 遵從
11. comply with :ph. 遵守
12. leverage :v. [‘lɛvɚɪdʒ] 充份利用
Wall Street is starting to embrace Twitter.
華爾街現在開始擁抱推特了。
At the 140 character conference in New York City, financial executives talked about how barriers are coming down, and the payoffs are becoming more clear.
在紐約舉辦的《140 字元會議》上，財務長們討論著如何克服阻礙，並且收益越來越明顯。
Lori Feldman is the director of Branded and Social Media Marketing at Citi Global Transaction Services.
洛瑞費爾德曼，是花旗全球交易服務的品牌暨社交媒體行銷總監。
They started tweeting to institutional clients in late 2009.
2009年底，他們開始向法人（機構性）客戶推特。
[Lori Feldman, Citi Global Transaction Services]:
“It was a great experiment, but it was a great experiment that paid off in that within the first week of our tweeting, that’s @citigts, we increased traffic to our website five-fold. Twenty percent of our tweets were re-tweeted.”
花旗全球交易服務的洛瑞費爾德曼說：「這是一項偉大的實驗。這項偉大的實驗在開始的第一周便已見效，就是 @citigts，我們增加了五倍網站流量。百分之二十的推特被轉推 (re-tweeted)。」
Retail investors will soon start to see more tweeting from Wall Street as well.
散戶投資者也將很快可以看到更多來自華爾街的推特。
Morgan Stanley gave the go ahead for its army of more than 17,000 brokers to start using Twitter to communicate with clients – distributing research and content – and will roll out the program in the coming months.
摩根史丹利允許它超過 17,000名經紀人的龐大團隊，開始使用推特與客戶溝通—分送研究與內容─ ─並在未來幾個月內，就要正式推行該計畫。
Wall Street has been wary of social media – in large part because of the heavily regulated nature of the business.
華爾街向來對社交媒體很謹慎─ ─在很大程度上，是因為商業嚴格控管的本質。
Last year the Financial Industry Regulatory Authority- FINRA, established rules for social media use, but Wall Street has been slow to let brokers participate.
去年金融業監管局 (FINRA) 就建立了社交媒體使用規範，但華爾街讓經紀人採用社群一直很緩慢。
Joanna Belbey is the co-founder of the BGK Group and advises companies on social media policy and compliance:
喬安娜貝爾貝是BGK集團的共同創辦人，她對公司企業的社交媒體政策和守則有些建議。
[Joan Belbey, Co-founder of BGK Group]:
“This industry is highly regulated and there’s existing rules around supervision, suitability, advertising, communications bookkeeping where the firms need to take a really careful look at social media and each of the features and figure out how to comply with all the rules and regulations that apply to each one.”
BGK集團共同創辦人喬安娜貝爾貝說：「這個行業是高度管制性的，而且在監管、合適性、廣告、傳播、簿記上有現行法規，讓公司企業需要真正謹慎的看待社交媒體，以及它的每一項性質，弄清楚如何遵守所有的規則和適用於每一項性質的規範。」
The Twitter challenge: leverage the power of social media in an industry where they’ve got to play by rules, even when those rules just keep changing.
推特的挑戰將是：如何在一個必需遵守規則的產業裡，甚至當那些規則還在不斷地改變之中，充分利用社會媒體的力量。
@*
本專欄由前衛英語李德良老師主編 www.davidlee.url.tw
