A blog post written by Wolfstar's Jed Hallam, identifying an anonymous agency's 'gaffe', caused a backlash from industry bosses when it named the client involved as Vodafone, allowing readers to identify the responsible party as newly appointed agency Paratus Communications.
Hallam posted on the Wolfstar blog after receiving two emails from Paratus on Vodafone's behalf; one a media release to bloggers and the second containing an apology for the original release.
Hallam attacked the strategy as poor blogger relations, causing a flurry of responses via various social media networks.
Social media agency We Are Social's managing director Robin Grant said: 'This whole affair shows how far the PR industry as a whole has to go in its approach to social media, and why clients are increasingly turning to social media specialists.'
Paratus' lead social media consultant Adam Vincenzini defended his agency and blogged: 'Its a shame you have chosen to take this route and I appreciate the support others have provided.'
NixonMcInnes MD Will McInnes said: 'Inevitably we all make mistakes so we shouldn't point the knife when someone slips up. Effectively we exist in what is like a village so we should act like a community. We're all in this together.'