Facebook's recent'experiment' to toy with the emotions of nearly 700,00 users has got a lot of people hot under the collar.
The social media giant discovered that it could influence peoples' moods by manipulating the information posted on home pages.
Facebook's mind games will do little to improve its reputation for mistreating users, especially over privacy.
With nearly nine hundred million registered users, it's still got a lot of 'wiggle room', but gloomy predictions suggest that it will lose eighty per cent of its users by 2017.
Facebook needs to focus more on rebuilding trust and less on 'cyber shenanigans'.
Thoughts on customer service, communication and, of course, reputation management.