For another case study in the perils of using Twitter for branding, look no further than the #myNYPD hashtag that is now trending for all the wrong reasons in the New York City area.

What started out as an attempt to solicit pent-up good feelings among the New York Police Department’s constituents is turning out to be a troll-fest of epic proportions.

One by one, hundreds of tweets with photos of what the tweeters suggest is police brutality or misbehavior are being sent out with the hashtag #MyNYPD. No good can come from this, but as

have learned recently, its hard to take back a tweet.