As any overpriced, dubiously credentialed social media expert will tell you, authenticity on Twitter is paramount. And nothing is more authentic than fucking up. Just after lunch on Tuesday, Melbourne’s lord mayor, Robert Doyle, appeared to go Twitter Crazy, posting shout-outs to a website that translates LA Times stories into "geek", a screenshot from Facebook, two pictures of a woman holding a bag of dried dates, and a happy snap from what looks like an open casting call for a Melbourne Cup-themed sequel to Eyes Wide Shut.