Consider the following tale: Gloria works for a large and respected nonprofit organization. She tweets occasionally for the organization, but also has a personal account. One day, in an innocent slip of the fingers, she tweets about drinking at a party from her work account instead of her personal one. Not registering the error, she finishes her day as usual. June’s colleague suddenly starts fielding messages from the organization’s constituents about the, ahem, unexpected tweet. How should he react? Or perhaps this little story will capture your fancy: Tom recently Googled his organization and found that there were several blogs discussing a project his team was implementing.