In the age of social media it's even more important "to do it right" - a reputation risk classic.

OK, "doing it right" is the right thing to do anytime - all the time.

But reputation risk is more at risk in the age of social media than it has ever been.

"United Breaks Guitars" has become a catchcry for activists now, but I still love the song and its history. Old and still gold. Reputation is not a function of spin - it is a function of quality.