The great thing about Twitter for companies is it lets you engage directly with your customers. The bad thing about Twitter for companies is… it lets you engage directly with your customers! A double-edged sword illustrated by this story: a Norwegian music fan tweeted about the new Dave Matthews Band album: “I’m pissed! iTunes is only allowing downloads of the new Dave Matthews Band album if you live in the US! And they complain about pirating”. Only to get a reply from WMG’s Terje Pedersen: “Then I suggest you steal it and write about the process in your stupid brat blog. We don’t want you to get upset.” One translation by a blogger later – the original comments were in Norwegian – and it’s turned into a mini-meme on Twitter with the hashtag #warnerfail. D’oh!