BLOG: Rule Number 1: Don't be a 'tweet'

Reputable veteran freelance sports journalist Dan Retief, internet radio jock Gareth Cliff, estate agent Penny Sparrow and DA MP Dianne Kohler-Barnard all have something in common. 

They have all come to realise very quickly how powerful social media has become as a modern day communication tool - and the impact it can have on life and career.

Retief is the latest high-profile person to become embroiled in a twitter storm following what was viewed as a highly insensitive post relating to the Proteas' phenomenal come-from-behind ODI Series victory over England, which was sewn up with a five wicket victory at Newlands on Sunday.

Captain AB de Villiers and David Wiese spearheaded the victory, prompting Retief to single out the ethnic origin of the match-winning pair in a post-match tweet.

The first thought that struck my mind was that Retief's account had been hacked. But then it began to trend, for all the wrong reasons. The tweet elicited an angry response from his 13 500-plus followers.

Swift condemnation followed from Cricket South Africa, labelling the tweet "insensitive and extremely disappointing." 

Clearly not anticipating the angry reaction to his tweet, Retief offered an apology, which CSA subsequently accepted. A letter of apology was also sent directly via e-mail to CSA President Chris Nenzani.

But his twitter audience was less than forgiving and continued to hammer him. The general anger seemed more directed at Retief's apology than anything else. The underlying message seemed to be why Retief had apologised for something he really wanted or needed to say and not slamming his tweet as racist to the extreme.

By way of defence perhaps or in an attempt to soften the blow, Retief proceeded to re-tweet virtually every reply, some of which, it has to be said, were extremely harsh and some even vulgar.

And as this continued... he seemingly decided to cut his losses and closed down his personal twitter account on Tuesday.

Penny Sparrow was trending on Twitter and South Africans reacted with outrage after she posted a comment expressing her disgust at seeing black beachgoers in KwaZulu-Natal.

She tried to say sorry for the post, but her apology wasn't well received.

Kohler-Barnard, who has since been re-admitted to Parliament by the DA after what was considered to be appropriate punishment dished out, faced the party's disciplinary committee after she shared a Facebook post that was calling for the return of Apartheid-era President PW Botha.

Shock jock Gareth Cliff came under severe fire on Twitter after he weighed in on the Penny Sparrow racist post debate. 

In response to Sparrow's offensive tweet, Cliff tweeted that 'people clearly did not understand free speech'.

Twitter users accused Cliff of condoning Sparrow's racist comments.

Cliff later also apologised for the tweet.

M-Net immediately acted by firing Cliff as a judge on the popular Idols SA show.

While M-Net was later forced by a court of law to reverse its decision, its understood the decision was made based on the grounds of brand association and protecting that brand.

So I am forced to ask the question - based on the cases mentioned here -- Have we not learned anything yet in this still racially polarised society of ours? 

Yes, thankfully we live in a free society where we are entitled to our varying opinions, BUT in the twitter sphere or any other social media platform for that matter, one must understand that respect for oneself…and also for others must reign supreme. 

Yes, there are only 140 permissible characters in a twitter post , but I urge you to read every one carefully and think about it's context on a public platform before pressing "tweet". In fact lets go further and ask ourselves the questions - does it build or destroy? Does it add or subtract?

Even when tweeting in my personal capacity, an account which clearly bears the disclaimer 'Views are my own', I am always acutely aware that by association,anything  I may say, carries power. It could, offend and cause harm. 

But more than that - it could destroy the trust, mutual respect and friendships built through the years. And is that really a price worth paying for an ill thought out and executed tweet? 

Maybe tweets should be subbed….so start today - sub, before you tweet. You will thank me later.