Twitter is something of a mixed blessing. There is no doubt that it can be an invaluable and effective tool for reaching out to online users. If you doubt it, simply survey the long list of celebrities and political figures who use Twitter to send their messages to the masses. At the same time, however, most of us can think of a few instances in which social media faux pas did significant damage to a corporation’s public image, suggesting that perhaps Twitter can prove detrimental, at least when used improperly.
