Chapter 1

A short history of social media

Breaking the lock on corporate message control

On the evening of September 12, 2004, a 25-year old cycling enthusiast called Chris Brennan posted a detailed description on Bikeforums.net of how he had “cracked” the supposedly unbreakable Kryptonite Evolution 2000 bike lock with nothing more than a disposable ball-point pen. Using the alias – you could say pen name – Unaesthetic – Brennan titled his post: “Your Brand New Bicycle U-Lock Is not Safe!” Little could he have imagined the shock his actions would send through the corporate world.1

Brennan’s revelation wasn’t exactly new – there had long been plenty of chat in biking circles about the vulnerability of u-locks. Back in 1992 the BBC had written ...

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