Make a mistake on the Web these days, and you can expect an instant and overwhelming backlash. But riding out the storm seems to be a much shorter experience in today's social media world, according to this recent AdAge.com article

The article analyzes the "seven stages of committing a social-media sin," using a dubious post from Kenneth Cole as a case study. The article points out that, while a blunder in the social media world can inflict massive pain on the perpetrator, the speed with which the backlash exhausts itself seems to have increased considerably. 

What would once be a possibly fatal mistake in traditional media, with backlash spread out over weeks and more time for additional study of the brand and possible transgressions available, it seems that a social media gaffe can transition the entire course of a crisis in less than a day. 

The entire process is shifted into overdrive by social media. While previously it would take an entire day for the news of a faux pas to simply enter the media, in this case it was instant. A tweet was posted and instantly generated outrage and hatred. The backlash was massive, but the apology soon followed. This was then followed by parody and humor, and by the end of the day the whole incident no longer appeared relevant. 

At the end of the day, the company's stock price had trended up and the Kenneth Cole Twitter account had more followers. Facebook fans came to the support of the company. What's the expression - I don't care what is said about me in the media as long as they spell my name right?