It’s bad enough that Facebook has become the trawling ground of HR staff and potential employers vetting their employees Twitter now has the power to cost a fortune.

Take the case of the unfortunate employee of New Media Strategies who while working on the agency’s Chrysler Twitter account posted, apparently by mistake, a Tweet meant to appear on his own when he wrote: "I find it ironic that Detroit is known as the motorcity and yet no one here knows how to (expletive) drive."

The Tweet went live but then was deleted and before you knew it Chrysler was firing its Social Media Marketing Agency, the agency was firing its employee and everyone involved (apart from Chrysler seemingly) was ending up with egg on their face.

The thing is that Social Media with its immediacy and irreverent character is engaging exactly because it pushes the envelope of many boundaries of communication. I never, for instance, begin an email to someone I do not know with the ‘Dear Sir/Madam…’ which is so acceptable for good old, 20th Century letter writing.

While every corporation has been quick to jump on the social media marketing bandwagon truly understanding what it is they need to achieve has not been so quick to come about. The insistence of rigidly managing their image the way they used to with print and TV ads, for instance, suggests that there is still a real divide between what they say they offer and what they truly have to offer. Truth Marketing which is supposed to get past all that is still a long way away.

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