If you spend as much time online as I do, you're baffled by people's inability to use it wisely - especially when those 'people' are institutions with large followings. From retail brands to fast food chains, no social media strategist is safe, especially if they demonstrate the kind of tone deafness the United States military did this week. To be clear: I support the troops and the service members who put country before self. They do things that I haven't, and couldn't. But whoever's running their Twitter account isn't doing the best possible job.