The mainstream media was quick to observe how the New York Police Department (NYPD) fell flat in its latest social media campaign. Many media outlets, pretending that they are internet savvy, or at least remove the ball-gags from their intern’s mouths, called it “Epic Fail.” Was the #myNYPD twitter gaff a failure of a large institution to understand the dynamics of social media, or a failure of the institutions of the press to live up to the responsibility of media as society's watchdogs?