Last but not least, be honest and respect the rules of
the game. Some Social Media–—such as Wikipedia–—
may not allow companies to be involved, so do not
try to force your way in. Consider Anheuser-Busch,
owner of SeaWorld marine mammal parks. Anheuser-
Busch tried to ‘‘rectify’’ misleading information
on Wikipedia through the use of PR firms, and failed
miserably at it. Never expect that other participants
may not find out who stands behind some anonymous
user account; after all, you’re dealing with some of
the most technologically sophisticated people on
the planet.