Mashed Articles

Online apps let you become more productive on the move, doing away with software installation entirely.

Thanks to the ubiquity of internet access, web-based applications are taking off like never before. Beyond the realms of Twitter and Facebook lurks a fresh and vibrant world of online software that’s designed to run anywhere on our connected planet.

As the distinction between computers, mobile devices and the internet continues to blur, web applications are coming into their own, becoming globally important services. These are sites that do one useful thing and do it well.

But sites promoting applications have been around for donkey’s years, you might say. What’s the difference between a web app and an application that’s available for download on the web? Well, web apps are applications that run over the internet. So unlike the free utilities hosted on Sourceforge or similar, there’s no download, installation or configuration to carry out, nor hours of frustration to endure while you try to find the right libraries to compile them. Just point your browser at the relevant website and it will do the rest.

Outside of the box

Freed from the restrictions of an operating system’s windowing subsystem, software designers can allow their imaginations to run riot. Interfaces that owe more to high-tech thrillers than to Windows, Linux or Mac OS X are beginning to appear. Also emerging are more intuitive drag-and-drop interfaces that require at most a few seconds of exploration to get you going. Software use is slowly evolving and becoming as much about discovery and experimentation as it used to be about reading manuals and clicking options.

In this special roundup, we bring you 10 cool web apps that all share these traits. It’s a diverse bunch, ranging from future essentials to those that you’ll need infrequently. They all exhibit the sort of rich functionality that is beginning to appear through the medium of web browsers, and remove the need to download and install an application suite. If you want something, it’s probably already been written, and so we’ve also included a site that will help you to find other incredible web applications. Happy browsing!

Newsmap

Newsmap is a global news aggregator site like no other, and it’s almost guaranteed to get people peering over your shoulder as you use it. The app presents a page covered in blocks of different sizes. Each represents a story, coloured by subject. Newsmap takes input from news feeds and then gives the stories that are more prominent bigger boxes on-screen, a little like a tag cloud. Simply move your mouse over a story to see its details and a link to the original article.

PC Plus Verdict: 4/5

Instapaper

Instapaper is a way of bookmarking long web pages so that you can read them when you have time later on. The URLs are stored in Instapaper’s central database, so you can access them from anywhere. A range of iPhone apps support it, as does the Kindle, making it flexible and a great way of keeping hold of interesting things to read on long journeys. To use Instapaper, drag and drop the ‘Read Later’ icon onto your toolbar. When you subsequently find a page you want to save, just click the icon.

PC Plus Verdict: 4/5

Lovely Charts

There are plenty of times when you need access to some good chart-drawing software for just half an hour. However, it’s usually supplied as part of a far larger application. Lovely Charts is different. It’s a free web app that creates some very lovely charts indeed. After signing up and creating a new document, you simply drag and drop symbols and connectors from a range of predefined types to create the chart you want – anything from a simple flowchart to a complex route map.

PC Plus Verdict: 4/5

Bing Visual Search

Bing’s Visual Search capability is still in beta, but it’s already showing promise as a new way to search the expanding universe of information out there. On the main Bing page, click the ‘Visual Search’ link. Search categories are organised into galleries, and everything is point-and-click. Instead of typing in your search term, you simply click the relevant picture. The list of galleries is still small, but it’s an interesting glimpse of what could be to come.

PC Plus Verdict: 3.5/5

Fonolo

Calling Fonolo a work of genius is perhaps a little strong, but if you’re heartily sick of wading through phone menus to talk to a human being then it probably comes close. Fonolo walks you through company phone systems to find a human voice. If a company isn’t listed, you can add your own, and test the service by calling special test hardware set up by the developers. Ideal for Skype users, Fonolo’s is also available for the iPhone, which should see its popularity rise further.

PC Plus Verdict: 4/5

Netvibes

Netvibes allows you to create what it calls a dashboard for your interests. Unlike a simple RSS feed reader, the app has a large number of widgets that present feeds from your favourite sites in a highly editable form, making it very customisable. Netvibes is also partly a social-networking service. People can follow you and read your public page if their interests are the same as yours. For the sake of privacy, you can also set up a private page with feeds that only you can see.

PC Plus Verdict: 4/5

Floor Planner

People are crazy about home improvement at the moment, but good, free planning software is hard to find. The free version of Floor Planner allows you to create a plan, make specific rooms and then decide where to place the windows, doors and any of a large number of items of furniture. You can inspect your work in 3D from any angle to see exactly how your ideal home would look. You can then save your work and send it straight to your architect – easy peasy!

PC Plus Verdict: 4/5

Wakoopa

The brainchild of Dutch founders Wouter Broekhof and Robert Gaal, Wakoopa is a social-networking site that is designed to help its users discover new web apps and other software they might enjoy. It does so by first searching for people that use the same apps and installed software as you do. It then finds the software they use but you don’t, and which they rate highly. These it recommends to you. But how does Wakoopa know what software you and others use? A downloadable tracker monitors the sites you visit and the installed applications you use.

Every 15 minutes, it sends this information to your Wakoopa profile for those on your contacts list to take a look at. When your contacts search for new apps, this information is cross-matched with their own to generate a selection of software recommendations picked especially for them.

It’s a simple idea, and one that lets you explore an ever-expanding universe of web apps and installable applications and utilities without ever having to spend hours scouring the web for information – plus you know that none of the programs will turn out to be malware.

Explore and amaze

Once the tracker is installed, right-clicking on the Wakoopa icon in the system tray enables you to suggest a new application that others may like to try. To keep the underlying database free of spam, any suggestions you make that aren’t either installed apps or something that runs in your browser will not be accepted.

When you find a particularly intriguing application in Wakoopa that you’ve never heard of before, clicking on its symbol opens a page giving its details, alternatives that you might like to try and – perhaps most importantly – both good and bad comments from its existing users. This enables you to quickly make decisions about whether to use the app without the frustration of downloading and installing it, only to later discover that it’s not for you.

As well as relying on custom recommendations generated via your contacts list, you can also use the Wakoopa search box to simply enter an application field, making software experimentation as easy and hassle-free as it could ever possibly be.

PC Plus Verdict: 4/5

RescueTime

You’re in the middle of writing an important email but the right words won’t come, so you decide to spend a couple of minutes reading your friends’ statuses on Facebook to clear your head. By the time you’re finished, you fancy having a look at what the celebrities on Twitter are up to. News doesn’t read itself, so it’s off to the RSS feeds next, stopping on the way back to drop by a hobby forum. Armed with more coffee after posting a detailed rebuttal of another forum member’s argument, it’s time to check Facebook again for any replies, and perhaps to glance at Twitter again to make sure that Stephen Fry hasn’t unexpectedly returned. What began as a break to clear your head has somehow blossomed into over an hour of wasted time.

With so many cool new web apps appearing, distractions can only get worse. Some are great for getting things done, but without that vital pinch of self-control, we risk becoming ever busier while paradoxically achieving far less. RescueTime promises to show you how you spend your time online, and also to help you develop the increasingly important skill of self-control.

After installing a Data Collector plug-in, you tell RescueTime the three most distracting and three most productive things you do online. Data Collector then logs the time you spend using your local apps as well as the websites you visit, and can even monitor which of your browser tabs is active. You can also tell it to ignore the time you spend away from the PC so that you get an accurate view of your working day.

Once the Data Collector plug-in has gathered enough data, you can go to your RescueTime account and view detailed reports containing information on everything from the sites you visit to how efficiently you use your time based on how you categorise your activities.

The personal Solo Lite version of the service is free. The paid-for Solo Pro edition ($6 to $9 a month) allows you to block unproductive websites when you visit them too much, and alerts you when Data Collector notices you’re spending too much time dodging work. But you don’t need to splash out: the free service provides a fascinating insight, and helps you to learn a skill that will surely become as essential as using a search engine.

PC Plus Verdict: 4/5

No crime, no lag, no malware: 2020′s internet sounds like heaven. PC Plus checks out its foundations.

Safe, secure and speedy: that’s the internet of 2020. In a decade’s time, the web will be a very different place. There will be no crime, no malware and no fake online banking sites. Latency won’t be a problem. High-definition video will be smooth, and buffering will be a distant, nightmarish memory.

And that’s not all. The internet will have grown dramatically, making room for a new generation of connected devices: cars, phones, TVs, everything. Super-fast speeds are the rule, not the exception. To borrow a phrase, it just works.

At least, that’s what we hope the web will be like. To make it happen, engineers merely need to rethink the way the internet works and change pretty much everything. What could be simpler? Some big changes are already in progress. The explosion of internet-
enabled devices means that we’re running out of IP addresses even more quickly than expected: RIPE NCC’s Managing Director Axel Pawlik noted in January that the pool of unassigned IPv4 addresses would run out as early as 2011. But the move to IPv6, which can handle around “a trillion trillion trillion” addresses – 3.4×1038 if you’re feeling pedantic – is largely a software, not hardware, issue. “In most cases it’s very easy to reprogram connectivity software on a chip to ensure a device is IPv6 compatible,” Pawlik says.

But things aren’t progressing as straightforwardly as you would think. “Despite the simplicity of ensuring compatibility, widespread IPv6 take-up has so far been slow, and many of the best known digital devices available today, including the iPhone, do not yet support the next generation of IP addressing,” warns Pawlik. That lack of urgency is disappearing fast, with big names like Google implementing IPv6 support, router firms embracing the new system and new operating systems – including Windows and OS X – supporting it.

If we’re late embracing IPv6, the internet won’t grind to a halt – existing IP addresses will keep working – but as the European Commission reports, “the growth and also the capacity for innovation in IP-based networks would be hindered”. The EU is pushing IPv6 hard, and it expects European ISPs and “the top 100 European sites” to be IPv6-enabled this year.

As a happy by-product of IPv6, widespread adoption will make the internet more secure too. The IPsec security protocol is a compulsory part of IPv6, which means all IPv6 communications can be encrypted and authenticated.

Route masters

We’re using the internet in ways its creators couldn’t possibly have imagined, from the rise of video to the sheer number of connected devices. We’re constantly pushing the internet’s capacity, stability and security, and inevitably cracks are beginning to show.

Aaron Falk is the Chair of the Internet Research Task Force (IRTF) and Engineering Lead with the Global Environment for Network Innovations (GENI). “There are many areas where the current architecture is straining to meet the needs of the users,” he says. “In particular, the areas of mobility, security, and network management were not well addressed in the original architecture, leading to a patchwork of mechanisms. The greatest concern is not so much that today’s traffic is challenged but that the ad-hoc machinery being inserted into the network will inhibit future innovations. I worry about tomorrow’s applications more than today’s.”

The IRTF is a technological trouble-shooter for internet architecture, as Falk explains: “The IRTF hosts research groups that work in areas ‘adjacent’ to the IETF (Internet Engineering Task Force). This can be pre-standards technologies, hard problems that emerge from the IETF or operations communities, technologies where the internet may be one of many possible communications strategies, or architectural issues.”

He continues: “Sometimes research groups assist IETF working groups by bringing researcher expertise or otherwise ‘pre-baking’ technologies so they are ready for standardisation. For example, the Mobility Optimizations Research Group has been working on IP mobility solutions that feed into the MIPSHOP (Mobility for IP: Performance, Signalling and Handoff Optimization) working group for standardisation. Another example is the IRTF Research Group on Internet Congestion Control (ICCRG) which evaluates new congestion control proposals that arise in the IETF.”

I dream of GENI

One of the problems with the current web is that it’s too big and too important to muck around with. That’s where GENI comes in. The Global Environment for Network Innovations is funded by the US National Science Foundation, and it’s best described as a (serious) playground where new ideas can be tested out. “GENI will support two major types of experiments,” the organisation says. “Controlled and repeatable experiments, which will greatly help improve our scientific understanding of complex, large-
scale networks, and ‘in the wild’ trials of experimental services that ride atop or connect to today’s internet and that engage large numbers of human participants.

“We’re well underway on the second year of GENI prototyping, GENI Spiral 2,” Falk says. “One of our more exciting activities is what we are calling ‘meso-scale deployments’ of virtualisable, programmable routers, switches, and WiMax base stations on 14 campuses and two national research backbone networks. Deployments like these are particularly exciting because they’ll allow experimental applications and services built on GENI to directly reach real users on university campuses. Thus researchers will have the ability to build new services – perhaps incompatible with the current internet – and test them at-scale with real end-users.” One area of concern is routing tables, which the net’s backbone routers use to direct online traffic. The BGP (border gateway protocol) routing table has grown hugely, doubling in size between 2003 and 2009, and there are concerns that if the level of growth continues, router hardware won’t be able to cope. The IRTF’s Routing Research Group (RRG) is investigating alternatives, and its goal is to produce solid recommendations that the IETF can implement. Another related program is Rochester Institute of Technology’s Floating Cloud initiative, which hopes to address the problem of routing table growth by moving the routing tables from inside routers to network clouds. Initial testing took place on a dozen Linux boxes, and the next step is to try it on GENI.

The BGP routing table doubled in size between 2003 and 2009, and it’s still getting bigger.

GENI isn’t the only initiative that the NSF is helping to fund. Its Future Internet Architectures (FIA) program is offering $30million to fund projects that will transform the net. As the NSF puts it: “Proposals should not focus on making the existing internet better through incremental changes, but rather should focus on designing comprehensive architectures that can meet the challenges and opportunities of the 21st century.”

FIA is a continuation of FIND, the NSF’s Future Internet Design project. FIND asked researchers to redesign the internet from scratch, and FIA will narrow around 50 FIND projects down to two, three or four serious contenders.

Safety and security

With the existing internet, security is something that’s largely been bolted on as an afterthought – but the FIA program expects security to be a key consideration from the outset. That’s leading to some interesting ideas, including one security system that takes its cues from Facebook. Davis Social Links (DSL) adds a “social control layer” to the network that identifies you not by your IP address but by your social connections. If it works – and DSL is in the very, very early stages of development – it could make a major dent in problems such as spam and denial of service attacks.

Eugene Kaspersky, CEO of Kaspersky Lab, would like to take things even further. In October, he argued that the internet’s biggest weakness was anonymity, and that everyone should have online passports. “I’d like to change the design of the internet by introducing regulation – internet passports, internet police and international agreement – about following [web] standards,” he told ZDNet Asia.

Kaspersky explained further on the Viruslist.com blog: “When I say ‘no anonymity’, I mean only ‘no anonymity for security control’,” he writes, explaining that he couldn’t care less what people posted on blogs or downloaded through BitTorrent. “The only [requirement] – you must present your ID to your internet provider when you connect.” Kaspersky argues that such requirements are inevitable, with some EU countries already introducing digital IDs. “Another prototype of e-passports is the two-factor authentication we use to access corporate networks,” he says. “The only thing missing today is a common standard.”

Security guru Bruce Schneier isn’t convinced. “Mandating universal identity and attribution is the wrong goal,” he writes on Techtarget. “Accept that there will always be anonymous speech on the internet. Accept that you’ll never truly know where a packet came from. Work on the problems you can solve: software that’s secure in the face of whatever packet it receives, identification systems that are secure enough in the face of the risks. We can do far better at these things than we’re doing, and they’ll do more to improve security than trying to fix insoluble problems.”

The quest for improved security is attracting a lot of attention – and a lot of money. The US Defense Advanced Research Projects Agency (DARPA) awarded contracts worth $56million in January to two firms as part of its National Cyber Range security programme, which will enable network infrastructure experiments, new cyber testing capabilities and realistic testing of network technology. A month previously, Raytheon BBN Technologies was awarded an $81million contract by the Army Research Laboratory to build the largest communications lab in the US, again to research network security.

David Emm is part of Kaspersky Lab’s Global Research and Analysis Team. “It would be unrealistic to expect a wholesale re-architecture of the internet, or even of some of the technologies that are used online,” he says. “If we fix the problem by removing the facility, we run the risk of damaging legitimate activity too.”

There’s also the issue of displacement: if the internet becomes tougher to compromise, villains will simply switch to social engineering instead. As Emm points out, corporate email filtering to remove attached ‘.exe’ files simply spawned the use of links rather than attachments to spread viruses and other malware. “There has always been a human dimension to PC attacks,” he says. “Patching code is fairly straightforward once you know what you need to fix. But patching humans takes longer and requires ongoing investment.”

The last mile

There’s another big piece of architecture that needs upgrading: the bit between your ISP and you. Whether that’s a wired connection or a wireless one, today’s technology needs a serious speed boost. As Tim Johnson of broadband analyst Point Topic explains, “ Over the past 15 years or so we’ve seen the data speeds that typical home users get going up roughly 10 times every five years. I think that will continue over the next decade so that by 2020 many users will be getting a gigabit on their home broadband.

BT’s 21CN project is a software-driven network that aims to drive innovation.

“The big barriers that must be overcome to get there are (a) extending fibre all the way to the home, and (b) providing the backhaul capacity and the interconnect standards to make it useful,” he elaborates. “Both of those are do-able but I think it will be quite late in the teens before they are achieved.”

Johnson reckons that things will get particularly interesting when 100Mbps+ connections are the norm, as they will be able to deliver immersive, high-definition environments and “a huge new space of technology, applications and lifestyle possibilities”. But he’s not convinced the internet can even handle that – not in its current form, anyway.

“This kind of application is rather different from what the internet was designed for and is good at,” he says. “From an engineering point of view it will mean provisioning capacity that will allow users to set up assured end-to-end symmetrical calls of at least 20Mbps each way. There also needs to be a huge amount of standards development and investment to support setup and switching. […] It’s possible that this could all be done across the open internet, but my own belief is that as this type of traffic grows it will create the need for more dedicated capacity. IP and intelligent multiplexing will still rule, but the basic architecture will be different.”

Going mobile

In developed countries, the internet is moving away from the desktop and onto mobile phones and other wireless devices, while in developing countries the internet is primarily a mobile medium already. In both developed and developing countries the number of mobile internet users will increase dramatically in the next decade. So if you think the mobile networks are creaky now, things could get considerably worse in a decade.

For the mobile internet at least, the future may look an awful lot like the past. As Jon Crowcroft of the University of Cambridge writes: “We are so used to networks that are ‘always there’ – so-called infrastructural networks such as the phone system, the internet, the cellular networks (GSM, CDMA, 3G) – and so on that we forget that once upon a time (why, only in the 1970s) computer communications were fraught with problems of reliability, and challenged by very high cost or availability of connectivity and capacity.”

Noting that technologies such as email coped fine in those conditions, Crowcroft suggests that, “It appears that it’s worth revisiting these ideas for a variety of reasons: it looks like we cannot afford to build a Solar System-wide internet just yet, [but] it looks like one can build effective end-to-end mobile applications out of wireless communication opportunities that arise out of infrequent and short contacts between devices carried by people in close proximity, and then wait until these people move on geographically to the next hop. It’s interesting to speculate that these systems may actually have much higher potential capacity than infrastructural wireless access networks, although they present other challenges (notably higher delay).”

Such systems – variously called Intermittent, Opportunistic or Delay Tolerant networks – have a wide range of applications. They’re useful in emergencies and in areas where there isn’t an existing network infrastructure, and they’re particularly well suited to emerging applications where a constant signal can’t be guaranteed, such as internet-enabled cars.

While such networks could ultimately be deployed in remote areas, for most of us the future of the mobile internet is very similar to what we’ve already got. LTE (Long Term Evolution) is a kind of 3G network with knobs on, and in the UK at least it’s generating much more interest than the rival WiMax technology. When LTE begins to roll out later this year it will deliver theoretical speeds of up to 140Mbps, rising to 340Mbps after a 2011 upgrade. An even faster version of the network, LTE Advanced, is in the works. It’s worth noting, though, that even the first version of the LTE network will take several years to roll out nationwide.

And WiMax? In February this year, Patrick Plas – Alcatel-Lucent’s Chief Operating Officer for Wireless – told reporters that the company “is not putting a lot of effort into this technology any longer” as mobile networks were showing “a clear direction taken by the industry towards LTE”. That’s an honest indication of where the mobile internet is heading.

Looking ahead

Predicting the future is a tricky business, and predicting the future of the internet is doubly so. However, it’s clear that the next decade will see some dramatic changes in the way the web works. Some changes are definite – the move to IPv6 will happen, albeit more slowly than many would like – while other developments such as opportunistic networks may never become mainstream.

What we can predict is that the internet of 2020 will be coping with user numbers and traffic volumes that we can barely imagine. To be able to cope with that, the net will probably become a hybrid: a mix of old and new. As Falk puts it: “Recent interest in ‘clean slate’ network architectures encourages researchers to consider how the internet might be designed differently if, say, we knew then what we know now about how it will be used,” he says. “But that is not to say we must discard the current internet to fix the problems. The internet has tremendous value, has supported astronomical growth and changed the lives of millions of people. I believe research in new internet designs will provide insights on where the high-leverage points are on the current design thus allowing us to understand, justify, and deploy changes that will bring the greatest benefit.”

Twitter has been the social-networking world’s flavour of the moment for quite some time, however it’s not without its issues.

Could anything be more dangerous to the modern celebrity than Twitter? The media has always been ready to pounce on famous personalities’ smallest mistakes, but Twitter lends its high-profile users a foghorn. If Jonathan Ross (@Wossy) wasn’t already in enough trouble for leaving lewd messages on Andrew Sachs’ answering machine, his antics on Twitter made him an even juicier tabloid target. “Utterly unwepentant” sniffed The Daily Mail after Ross wrote an update stating “Suspension is fun” on the micro-blogging service during the period that his shows were off-air. Another Mail headline branded the 49 year-old presenter “shameless” after he tweeted, “I am very polite in person. I’m just not great with answering machines.”

And Ross isn’t the only famous Twitter user to find themselves in hot water following a carelessly worded tweet. The BBC’s technology correspondent Rory Cellan-Jones (@ruskin147) was asked via Twitter why he chose to omit Wordscraper from a piece on Facebook’s word game applications. “’Cos i couldn’t be bothered!” came the reply. Cellan-Jones’s response was promptly republished on a blog along with the withering comment, “Years from now, when British journalism has finally breathed its last, this phrase will be engraved on its tombstone.”

However, Cellan-Jones seemed to be intrigued rather than embarrassed by the matter, using it as inspiration for a blog on the tricky business of working out what is and isn’t appropriate to say on social-networking sites. “My throwaway remark has been turned into the basis for an indictment of the whole of British journalism,” he commented. “[It’s] a useful reminder that Twitter – like so many other online forums – is a public place, and what you say there may be used in evidence against you.”

To tweet, to whom?

Most of the time, people don’t see danger coming. “Because it’s more immediate, people are perhaps thinking even less about what they do,” says Iain Connor, a partner at technology specialist law firm Pinsent Masons. Tweets might have a short shelf life, he argues, “but that’s not to say that sufficient damage can’t be done in a short period of time”.

One person who knows this better than most is basketball team owner Mark Cuban (@mcuban). Cuban owns the Dallas Mavericks and, after a game in March, he used Twitter to complain that an opposing player wasn’t whistled for a foul. “How do they not call a tech on JR Smith for coming off the bench to taunt our player on the ground?” he fumed. A few days later the NBA smacked him with a $25,000 fine. Still, the billionaire managed to see the funny side of his punishment, adding “Can’t say no one makes money from Twitter now,” as he paid up.

You may not be a celebrity, but the wrong words could find you out of a job, in hot water with friends or facing charges.

Mark Borkowski is a PR expert who has represented Michael Jackson, Eddie Izzard and Van Morrison. He says that Twitter is “dangerous for anybody”, but that it poses particular risks for stars. “You’re live all the time – no editing,” he says. “[What someone] thinks about in the nanosecond that they’re tweeting could become an enormous issue, and it’s global.” No stars seem to have been permanently damaged by mis-tweeting yet, but it’s possible, says Borkowski. “It depends what you say. If you make a racist or outrageous comment then it’s very difficult to come back from.”

Today’s headlines

Twitter isn’t all self-immolation on the part of celebrities, either. With the ability of tweets to spread like wildfire – first across Twitter itself and then across news websites worldwide – a hacked account spells disaster. “Britney has passed today,” said a tweet on Britney Spears’ account (@britneyspears) after it was hacked in June. Spears had more than two million followers at the time, meaning that the ‘news’ travelled fast. But this isn’t the first – or last – time that Spears’ account has been hacked. Mid-November saw her account spammed with updates telling the world that the singer had started worshipping Satan, and back in January followers were surprised to see this message from the star: “Hi y’all! Brit Brit here, just wanted to update you all on the size of my vagina. It’s about four feet wide with razor sharp teeth.” Perhaps Spears and her team need to take password security a little more seriously in future.

Twitter attempts to limit the potential damage done by celebrity impersonators by using Verified accounts. “That means we’ve been in contact with the person or entity the account is representing and verified that it is approved,” says the site. But what about the impersonators that Twitter knows exist, yet continue to post in the celebrity’s name?

Verified accounts were Twitter’s first push towards professional services. Commercial accounts are on the way.

“Twitter’s pretty poor at actually taking off fakes,” says Borkowski, but the amount of damage done by hackers is usually limited. Big social-networking sites are “incredibly reasonable” when it comes to removing objectionable content, according to lawyer Iain Connor. “They need to keep their credibility [and] they need to keep their trusted brand,” he says.

Verified accounts don’t mean safety for the celebrity, however: they simply confirm that it was probably the star who wrote the message. Without the usual filter of PR managers, talent agents or editors to prevent the publication of anything potentially damaging, such accounts are a dream for the media. Twitter is “a newswire direct from the celebrity” that newspapers turn into stories, confirms Borkowski.

Business as usual

But even if individual stars are at risk from Twitter, corporations should be safe, shouldn’t they? After all, “just about every organisation has a PR department now,” according to Managing Director of Racepoint PR, Blaise Hammond. Racepoint PR manages public relations for social media sites such as Digg, eHarmony and BlogHer.

The illusion that all companies tread carefully with new services such as Twitter was shattered in June, however, when furniture retailer Habitat (@habitatuk) attempted to cash in on the site. The store tweeted about deals it was offering, then attempted to give its tweets greater visibility by attaching unrelated hashtags (a hash symbol followed by a keyword that enables Twitter users to search for and follow a popular ‘trending topic’). “#Mousavi Join the database for free to win a £1,000 gift card” read one tweet, disastrously mixing the Iranian presidential candidate with a drive to sign people to its mailing list. “#iPhone Our totally desirable Spring collection now has 20% off!” read another.

Habitat acted swiftly to remove the offending tweets, but the damage was done. The story was picked up by mainstream news organisations such as Sky and the BBC, provoking outrage that the company was abusing the hashtag system and essentially spamming users. Habitat was quick to acknowledge its blunder and offered contrition. “We are treating this very seriously,” said the company. “We were shocked when we discovered what happened and are very sorry for the offence that was caused. This is totally against our communications strategy.”

Adding irrelevant hashtags to marketing tweets was “incredibly stupid”, according to Hammond. “It was very easy to find out, and they got found out straight away.” He says companies need to think carefully about how they tweet. “Thoughtlessness coupled with stupidity equals big impact,” he says. “Common sense is missing in so many cases.” Even when a company has a specific Twitter strategy, “more often than not it’s not as good as it could be because they just don’t think about it enough”.

Gun, foot, aim, fire

While Twitter clearly poses problems for high-profile Twitterers, it can be a threat to individuals as well. Few know this better than Connor Riley (@theconnor), a student at the University of California in Berkeley who was offered a summer internship last year by networking giant Cisco.

“Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work” she tweeted to her followers. But she soon regretted it. “Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web” tweeted Tim Levad, a services consultant at Cisco, in response. Before long, the story had hit MSNBC, The Los Angeles Times and hundreds of blogs worldwide. Riley now calls her misguided tweet “a stupid mistake”, and says that it was the result of treating Twitter like Facebook, where only your close friends are able to see what you say.

Mark Borkowski advises celebrities on how to manage their ‘brand’ through social media sites.

However, Iain Connor notes that “it’s perfectly legal” for companies to monitor what their employees are up to on social-networking sites. “As an employee you have a duty of good faith to your employer,” he says. “That duty of good faith extends not just to your nine to five.”

So what’s a Twitterer to do? “Don’t drink and tweet,” advises Borkowski. More importantly, don’t take it too seriously. Borkowski says social media refusniks are dying out. “Take it with a pinch of salt and it’s fun, it’s interesting, and you learn more,” he recommends. Just remember to think twice before you say anything that you wouldn’t want your mother – or your employer – to read.