Negative information in media and social networks has long ago ceased to be an ‘occasional catastrophe’ and turned into a variance of the norm for most companies today. No business runs smoothly and mistake-free 100% of the time. It is another matter though, how visible those mistakes are or how soon they will become visible. In reality, every misstep a company makes is public from the get-go because the employees always see it. What happens next and whether negative mentions of the company will find their way to social media depends on those employees’ loyalty and their motivation to make this information public.