Whereas Boards, CEOs, CMOs and corporate marketers are fairly adept at judging and managing the value, efficacy and quality of conventional marketing and media strategies, because they are essentially uncertain about what is going on in social media they can be easily led astray.
There was controversy when Russia's Nikolai Kruykov lost his place in the final of the men's high bar after his start value was downgraded using a new video judging system.
The rapid loss of market value so soon after a bullish comment from a chief executive may, judging by one reading of Enron's experience, get prosecutorial juices going, should the financial crisis get so bad that the public demands locking up some prominent Wall Streeters.