i think this is a judgment thing. have smart experienced people with proven judgment who are manning the hair trigger of social media. the worst is if you have an inexperienced intern or a junior person who thinks that it s their job to be, you know, funny or snarky, and then, you know, tweets something out that crosses the line of respectability and good judgment. i think to always react with on the side of decency and respect and compassion for victims or for oppressed people. this sounds really basic, but it s amazing how kenneth cole just totally missed it. a luxury goods dealer, you know, surfing on the back of the arab spring uprising. it didn t loo good. terrible judgment. they are still waiting and all of the companies still wading into the social media space, trying to figure out how to use it. it has always been they would pay for what they want to say