“Its trouble began after an individual posted instructions on a Web site showing how the company’s sleek but seemingly indestructible Kryptonite bicycle lock could be undone with a Bic pen. The story gradually spread over the Internet as bloggers wrote about the fatal flaw and provided links to the Web site. Within five days, the bloggers’ details were picked up by mainstream media outlets such as The New York Times. Ingersoll-Rand could have limited the damage to its brand if it had used a service to track its reputation on the Web, says David Sifry, chief executive officer of Technorati, a blog tracking and search company based in San Francisco.”

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