This all reminds me of an incident at work about ten years ago.
We had a young assistant, a recent graduate, come to work for a department in a PR capacity, and said person was given the responsibility for the department's Twitter account. After a month, I had to step in because the nature of the tweets sent and retweeted were not appropriate for the institution. They were far too political.
In short, this assistant ran the account as though it was a forum for his own personal perspectives and beliefs. When we spoke to him about it, it became clear that he thought he had been hired because we wanted him "as a personality" a bit like, say, hiring Chris Evans to present a radio show rather than hiring him because we just wanted an intelligent person to do a job.
I see something similar in the tweet from Melanie. There's no understanding of the distinction between the public and private self.