As libraries feel the need to join the social media landscape to meet a segment of their user population already there, it is useful to step back and get acclimated. There is a pace of information flow that is unlike anything else in the physical world, and a minor incident — be it an ill-advised policy decision or an unfortunate slip of the tongue — can quickly spiral out of your control. And that is probably the key word: control. You don’t, can’t, and won’t have it. It isn’t the nature of this media. “Damage control,” if you want to think of it like that, is honest, sincere, decisive, and quick communication with your users. As a counter example, I offer the case of Clinical Reader.