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If it can happen to Apple, it can happen to you
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No, that's not Steve Jobs' EKG.
You've probably seen the story about how a rumor of a heart attack caused a temporary plummet in the price of Apple stock. All other analysis aside (e.g. whoa, Apple's going to be hit hard if Steve Jobs exits the picture for any reason at all; CNN needs to do a better job of vetting user-generated news items; my iPhone is still giving me fits; Pixar = all that is good about creative expression; etc.), the take-home message for any business is that you need to pay attention to what's being said about you online.
For more info: check out my favorite online reputation tools here.
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