Transparency. It’s the buzz-word for businesses trying to market themselves on the Internet. A lack of transparency can mean a lightning death for a Brand on Social Media.

But what about individuals or individuals who are their business?

I reported on an incident at a Long Island Starbucks two weeks ago (30 Hours to Social Networking Hero or Zero: The Starbucks Test). While crafting an e-newsletter, I decided to follow up on the incident.

Posted on a blog June 13th 2011 was a letter from a horrified mother who witnessed an incident of homophobia at a Centereach, Long Island Starbucks. Within hours, Starbucks had a potential public relations nightmare on their hands thanks to social media.