I recently interviewed the CEO of Boloco, John Pepper, for my Forbes column about his use of social media in building his corporate brand name. He ran into a situation on Twitter where one of his employees complained about the company and he joked about firing her, which caused an immediate backlash by his followers. I asked him for his opinion on instant communication and how that can severely damage a brand long-term. He answered by saying “One disadvantage to instant communication is that the ease of communicating can sometimes result in mis-communicating.” We react so quickly sometimes that we forget how we might come off. The perception that we build online by what we publish can have a negative effect on our brand.