"The Boss Wants me to Tweet as Him"

Dear Cyber Sorter,
Our company is holding a big convention at the end of the month and my boss has asked me to tweet as him from his personal account during the conference. He explained that he couldn’t keep his followers updated and answer their questions while also running the convention, but that he didn’t want to go silent on them at this important juncture. Wouldn’t pretending to be my boss on Twitter, even though he has asked me to do so, be unethical?
MA

Dear MA,
Asking an employee to take over your Twitter account comes off as smarmy. Building up a Twitter following is equal to building relationships. Trust is harder to achieve in Twitterland because we cannot see each other interacting. Once the trust is built, it would be foolish to gamble with it.
However, there is no reason taking over your boss’s account at his behest should have to be an underhand operation. Your boss must first tweet that during the convention “MA” will be on hand on his Twitter feed to answer questions and to keep his followers properly updated, while he gets on with running it.
To further clarify, you should then end all tweets you send under his account with “^MA”. This is particularly important to remember when you are replying to any personal tweets that have been sent to your boss.