The Baker Small story highlights the dangers that wait for professional services firms who use social channels inappropriately.

Viewing the tone of some of the tweets one wonders how the person responsible ever thought they were a good idea. Sure, it is a small firm with c 600 followers, but this case shows how quickly a Twitter storm catches fire – no matter what the size of your following is.

The firm – whose product is essentially its people – has had to remove the people profiles from its website as a result to stop Twitter users speculating as to who was responsible for the tweets. In short, they now have a website without its product. And the damage to its brand could be mammoth for a small firm.

It's a rare example of a Twitter storm involving a professional services firm, and a timely reminder of the importance of having someone overseeing your social accounts who really understands the medium – and the ramifications of striking the wrong tone too.