The wrong kind of spin control

The term is "sock-puppeting," and its definition is "the act of creating a fake online identity to praise, defend or create the illusion of support for one’s self, allies or company," the New York Times reports. The CEO of the Whole Foods grocery chain engaged in sock-puppeting for eight years on Yahoo discussion boards. The Federal Trade Commission noticed and called him on it, and the case illustrates - for everyone, from cyberbullies to politicians to corporate executives - that online anonymity "is an illusion." And Whole Foods CEO John Mackey's actions could potentially destroy his company's bid to acquire another grocery chain, Wild Oats. The Times cites one business analyst as saying CEO sock-puppeting is "the tip of the iceberg." It's a good case study for cybercitizenship lessons in homes and schools, looking at the difference between ethical and unethical spin control.