Instead, it’s more the kind of terror you would think is reserved for authors, lecturers, or celebrities. Basically anyone whose stock-in-trade are either opinions or profile.

But the truth is, in this digital age, virtually all of us walk the tightrope of anonymity and infamy. Where one ill-judged comment on social media, a disagreement caught on camera phone or, as in with the case of Helloprint, a business decision that was deemed in the interests of employees – the online printer decided to stop printing for a customer because their views don’t chime with the business’s – can result in the kind of moral mauling you wouldn’t wish on your worst enemy.

Sure, the chances of something you or your staff do or say going viral and damaging the business are pretty slim, because, let’s be honest, as every child has said to their parents at some point; you’re just not that interesting!

That is, of course, until you are – quite possibly for all the wrong reasons!

So, what to do? Well using your common sense can’t hurt, it won’t necessarily prevent you from falling under the bus of public indignation, but at least you’ll know you didn’t throw yourself under there.

And if someone else pushes you under the wheels, then you could probably do worse than follow the example of Helloprint CEO Hans Scheffer and offer a considered and reasoned explanation of the situation and what you plan to do about it.

Because while you can’t please all of the people, all of the time – pleasing your own people seems as good a place to start as any.