With many banks still wary of social media, Australia's Westpac provided an example of the potential pitfalls today when an employee accidentally posted a self-pitying tweet using the firm's official account, prompting scorn from followers.
Westpac, which recently posted first quarter profits of A$1.6 billion, told the world via its Twitter account that it was "Oh so very over it today".
Fellow Twitterers were less than sympathetic. One responded: "You're a bank. You made a $1.6 billion first-quarter profit. Cheer up" while another suggested: "Maybe you can go dive in a swimming pool full of my money to make you feel better".
The tweet was removed, with another posted explaining: "Yes, a case of the multiple account slip, here's hoping you have a better day tomorrow CT! ..Ean"
Sentiment within the Twitterverse soon switched, with many expressing sympathy and concern for "CT".
"I'm worried about the @westpac person..... and I hope they don't get the sack," tweeted one while another mused "Nice to know your human :)".
The furore has also seen the bank gain hundreds of Twitter followers - boosting numbers to nearly 900 - in the last few hours.