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NFL star Larry Johnson was released by the Kansas City Chiefs after questioning his coach and posting gay slurs for all the world to see. California Gov. Arnold Shwarzenegger was criticized for pulling out a big knife in a video that was posted as a “thank you” to constituents for suggesting ways to cut the state budget.

Those are but two of the recent controversies that social networking helped ignite—and far from the last in an era when fans and gawkers are just waiting for sports stars, celebrities and politicians to say something embarrassing or naughty. New technology makes it that much easier for stars to do that.

“Yes, I get that this is a great promotional tool. It can also be a dagger if not used properly” says Matthew Pace, a New York attorney who works with agencies that manage athletes and who cautions them about the damage social networking can do to a career.

Syracuse University star receiver Mike Williams discovered those pitfalls when he was suspended from the football team this fall, and then quit shortly after saying he hated college on his Facebook page.

“I can’t see me doing this for long.., hint, hint,” Williams also wrote, according to the Syracuse student newspaper.

Those kinds of posts are causing more universities, pro teams and even some movie studios to try to clamp down on the off-the-cuff content their stars put online. Or, at the very least, celebrities of all kinds are being encouraged to think before they post.

Sometimes, it’s about protecting reputations. In other cases, it’s about keeping sensitive information from leaking.

One could argue that some celebrities, athletes and politicians have done a pretty good job of making fools of themselves for a long time without social networking.

“But there may be a tendency even for really high-profile people to forget that any content you post online is a public statement and that it is as public as any television or print interview,” says Nancy Flynn, a corporate consultant who heads the Ohio-based e Policy Institute. “It’s in your words, so you can’t say, ‘Well, I was misquoted.

But while there are obvious dangers, all of this “microblogging,” as it’s known, can be worth the risk: Fans like having this kind of direct access to public figures and can be quite loyal to those who are good at it.
And even if there’s an online stumble, here or there, well, that can just make celebrities seem more real.

“It’s a way to understand that they are human,” says April Francis, a 26-year-old Chicagoan who works as an “identity consultant,” which includes help with wardrobe, branding and public relations for her clients.
On Twitter, she follows everyone from burlesque performer Dita Von Teese to basketball star Shaquille O’Neal—but recently dropped author Margaret Atwood because she thought Atwood was “mind-blowingingly boring.”

For a lot of fans, it is that not controversy that the kiss of death these days.

Internet analysts at comScore Inc. expect online retail revenue ‘to rise 3 percent to $28.8 billion for the months of November and December. That includes the Web sites of traditional retailers, such as Macy’s, but excludes auctions, travel and large corporate purchases.

Meanwhile, US holiday retail sales excluding online are expected to drop 1 percent from last year, according to the National Retail Federation, the largest retail trade group.

Online estimates and data- gathering methods vary, but e-commerce analysts and Web retailers agree: This year can’t possibly be as bad as last year, when the shock of the financial meltdown was still fresh for consumers. ComScore charted a 3-percent drop for Web retail that holiday season—the first such decline since it started tracking the category in 2001.

Much of the growth expected in online shopping which now accounts for about 7 percent of overall retail sales, according to Forrester Research is attributed to one factor in particular: Shopping online is a major time saver. You can sidestep crowds, compare prices and ship gifts anywhere without leaving your couch or taking off your bunny slippers.

Jennifer Lankford, 28, expects to buy gifts on the Web for her young cousins and boyfriend this year, saying she hates waiting in lines.

“I can only spend so much lime in stores or in a mall before I need to get out of there,” she said.

For Lankford and many other consumers, online shopping is also synonymous with bargains. Steep discounts and free shipping are expected to be the norm this holiday season.

EBay Inc. is trying to woo customers to its huge online marketplace by focusing on holiday deals that include free shipping and guaranteed returns on new items from sellers.

It also is promoting products that are new but not necessarily the latest and greatest. On billboards in San Francisco, for example, eBay reminds consumers they can save money by buying last year’s models. That should appeal to shoppers who want to be frugal but still desire name-brand products such as Garmin navigation units, said Lorrie Norrington, president of eBay marketplaces.

EBay and other e-commerce sites may also get a boost from shoppers who turn to the Web for items that can be hard to find at “brick-and-mortar” stores.

One hot product—the $10 Thu Zhu Pets interactive mechanical hamster—is already sold out at many traditional stores. You’ll have to shell out several times as much to get them online, but they are still available on Amazon, eBay and other Web sites, through third- party sellers.

Big retailers such as Toys R Us Inc. and Best Buy Co. also are using the Web, especially social sites like Facebook, to steer buyers to discounts. Forrester analyst Sucharita Mulpuru said more companies are giving out coupon codes on Twitter in particular.