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twitter shares closing at a fifty two week low falling as much as four percent monday a c. e. o. switch rattled the company last week with c. e. o. dick costolo stepping down amid pressure , investors are clear on what they want but aren't sure twitter is moving fast enough the social media company needs to improve what's known as direct response advertising adds that actually get twitter users to click on an advertiser's link and follow through twitter cofounder jack dorsey will take over for now but judging from the continuing selloff investors don't think a management switch is enough to fix twitters problem