This week Fletch discusses the reasons behind implementing E911 in the Enterprise, and how Social Media can bring unwanted attention to your 'brand name' and harm your reputation with your customers as learned by a bank in Florida where their E911 call was routed to the wrong PSAP due to a 'routing code' being misconfigured. Although no one was seriously injured, undue attention was brought onto the bank when they initially chastised the local E911 network, only to find they themselves were at fault.