In today’s online communication, the “cool” thing is to be negative. If you do a search on Twitter for the popular #fail tag, you’ll see countless statements observing the failures of organizations and products.

Pointing out the bad is always easy (and many times valuable). The question, though, is if you want your personal brand to be What’s Wrong in the World.

My observation is that being a critique may earn you points on the coolness scale, but often doesn’t give you points on the Know, Like, Trust scale.

Not to say you shouldn’t point out what’s not working (and even twitter about it), just be mindful of the overall brand you’re putting out there.