Some interesting times with regard to the use of social media and in particular Twitter. Hot on the heels of the Twitter rants of Kevin Pietersen and Dimitri Mascarenhas as well as numerous other sporting examples comes news that Stephanie Rice has lost an endorsement deal due to her Twittering. Do our sporting stars realise that social media is just as public as a speaking engagement, a press show or an interview in a newspaper I wonder? Some would say such media has an even greater reach than the more huimdrum mainstream. Jaguar’s decision will become the tip of the iceberg as savvy companies seek to distance themselves from the naive stupidity of their endorsees.