Imagine a simple scenario. Jane Doe, a disgruntled employee at a multi-billion dollar mineral spring water company (A), sends out the following tweet from her work station and the marketing department’s Twitter account, which she is authorized to use.
“Senior Management here at (A) is telling industry analysts that Company (B)’s bottles are filled with tap water.
The statement is false. Five minutes later, Jane Doe deletes the tweet. No one in in Company (A) knows about the incident – yet. In the interim, however, her single tweet has been re-tweeted over 10,000 times, including to financial analysts on Wall Street, most major newspapers around the world, and the television media. The story is breaking.
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An ambitious reporter calls Company (A) and asks whether the CEO will confirm or deny the veracity of the tweet. A board meeting is interrupted, the facts are presented, and neither the CEO nor the General Counsel has the first clue what’s going on. What tweet? Who sent it? From which account? Was it deleted? What did it say? Can we confirm the exact text from the retweets? Do we have an archive of the tweet? The General Counsel’s mind spins, but he is already is sure of one thing: there’s no archived record of the incident.
Does this sound unreasonable? It isn’t.
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Source: forbes.com
By: Ben Kerschberg
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