Why has Jack Welch doubled down on the false, inflammatory, and slanderous tweet that he sent out five minutes after the jobs report came out on Friday?

I was one of thousands who called Welch out on this at the time, both in terms of its substance and in terms of its hypocrisy — coming, as it does, from a particularly notorious earnings massager. Others took his side, or at least suggested that there might be something to what he was saying. And undoubtedly the fact that we’re in the final month of a presidential election campaign served to make everything rather more feverish than it might normally be.

But surely that was only to be expected. When someone of Welch’s stature accuses a sitting president of deliberately manipulating economic statistics for political purposes, just a month before an election, you have to live in a pretty astonishing bubble of flattery and denial not to know exactly what’s going to come next.

The thing about Twitter is that it has a way of piercing such bubbles. Welch is active on Twitter: he has tweeted 1,717 times since he joined Twitter on April 28, 2009. That’s an average of 1.4 tweets per day — and all of them were written by Welch personally, rather than coming automatically from some robot. He particularly likes bashing the Obama administration and supporting Republicans like Herman Cain; what’s more, he has even attacked the unemployment rate, in the past, as being the “most political number out there”.

Such activity, along with his quasi celebrity status, means that he has accumulated more than 1.3 million followers, many of whom are quite vocal. So when he tweets like the grumpy Republican partisan he is, he will immediately see a pretty angry stream of at-replies. Those replies will come from Democrats, of course; but they will also come from people who think that it’s a good idea to have some evidence before accusing the president of a felony that could result in a jail term and/or impeachment; and generally from technocrats on both sides of the aisle who have great respect for the excellent job that the Bureau of Labor Statistics does every month in an enormous and highly complex economy. On TV, Welch is treated with a modicum of respect; on Twitter, he sees real people’s real feelings about him. That’s likely a new experience for him.

A humble man, in such a situation, might have backtracked, realizing that he had gone way too far. But Jack Welch is not a humble man, and so instead he decided to bluster his way through. Hence the bizarre references to Soviet Russia and Communist China, and the way in which he describes his critics as “mobs of administration sympathizers”. (In fact, of course, only in highly autocratic societies could a business leader expect respectful agreement at all times, no matter how stupid his statements.) Hence the brazen — and clearly false — declaration that the reference to “these Chicago guys” in his tweet was in no way about the Obama administration or the White House. And hence his decision to depart the reality-based outlets of Fortune and Reuters, and move instead to the editorial page of the Wall Street Journal, where he can offer up his opinions to the right-wing echo chamber rather than to the public at large. Welch’s choice to appear on the WSJ editorial page — underscored by a declaration that he’ll get better “traction” that way — is a demonstration that Welch is embarking on a new career as a mascot of the right, rather than trying to stretch out his fading post-retirement career as would-be management guru. Welch has chosen the WSJ editorial page much in the way that he hand-picked the Office of Thrift Supervision to supervise GE Capital back in the day: it’s the place where he’ll get maximum adulation and minimum pushback.

Felix Salmon is an Audit contributor. He's also the finance blogger for Reuters; this post can also be found at Reuters.com.