60 U N M ARKETING they write in the request "if you endorse me then I will endorse you," which negates the very point of the system. Wrath One of the worst things about social media is the reactionary na- ture of it. Especially on Twitter, most of us don't think before tweeting, and for the most part it's okay because most tweets are harmless, boring, and innocent by nature. But once in a while we react or lash out beyond our better judgment. It takes a thou- sand tweets to build a reputation and one to change it all. Twitter feels intimate sometimes, like you're on an episode of Friends, hav- ing a conversation with a few people, except there are thousands lurking around. It's like having a harem of stalkers, without the creepiness. 43