The scariest words an executive can hear just might be "Your brand is trending on Twitter."
Absent a viral video, strategically planned marketing campaign or the spontaneous heroism of an employee, a global cacophony of disturbing tweets can mean only one thing.
Somebody screwed up.
Somebody said or wrote or posted something racist, sexist, ageist, insensitive, political incorrect or, perhaps worst of all, simply stupid.
And you have to look hard to find an example of greater stupidity than American Apparel's latest mistake — confusing an image of a space disaster that took seven lives with a fireworks display.