A report of the resignation of David Jones CEO Mark McInnes was included in almost every television and radio news bulletin on Friday and made national headlines in the weekend papers. Meanwhile, the social web went wild with the news. In fact, the follow-up story of the naming of the woman who made the allegations Kristy Fraser-Kirk, was broken by the social media on Saturday.

If there is any doubt about the power of the social media, during Friday the application, Social Mention recorded around 900 references to the David Jones story and has been showing more than 300 mentions of the keywords: Mark McInnes. For our readers who don't yet use the social media, here are some examples of how the sentiment is running:

DistinctiveLead
What a BIG and very painful Personal Branding lesson for the CEO of David Jones. A reputation can be damaged in... http://fb.me/zTDDiA20

scrivenersfancy
Save 30% on all Saba, Country Road and Sexual Harassment suits in the David Jones Half Yearly Clearance.

lijaJ
not impressed with David Jones media tactics - new CEO briefed to help restore women's faith in the brand ? 1 of how many about to unleash !

smurray38
"a total overreaction. It seems such a shame ... I liked that he liked women." Alannah Hill on DJ's CEO http://bit.ly/aGJ5LM

Jo_MacD
No Alannah, Mark McInnes doesn't like women. If he did, he'd treat them like people.

MediaMook
Kudos to The Age for David Jones article today. Revealed DJs threatened to pull advertising if unfavourable CEO profile (pre-scandal).

madamcyn
David Jones! Do you seriously think we shop there because of your CEO - or not - because of his behavior? Enough m http://twitpic.com/1y28do

FitToPrint
Poor Mark McInnes, his friends say he "misread" the woman's cues when trying to hug & kiss her. Did he misread girlfriend's pregnancy too?