Asmallworld, the social network for a rather self-selecting elite, was launched several years ago by Swedish Investment banker and INSEAD Alumnus Erik Wachtmeister. Back then he’d deicded to tap into the evolving microcosm of social networking. In that era it was Myspace that was making its way as the leading social net aside from Friendster et al. Specialized social networks were still scarce. Wachtmeister hit up this niche of a an international network of affluent and influential people. Asmallworld grew to a userbase of initially 30,000 users, and later 500,000. So what happened?

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This afternoon Vodafone UK’s Twitter account tweeted an extremely vulgar tweet that has left the company embarrassed and left to do a lot of apologising to its followers.