In an attempt to shoehorn the social media genie back into the bottle, Sky News has told its reporters they cannot retweet non-Sky sources and must not stray from the topic area or beat that they cover when posting tweets on their Twitter accounts. Not only does this make for a staid and boring feed, but it also puts Sky News reporters at a significant competitive disadvantage to places like Reuters, where we have reporters verifying and tweeting out sources of news from all over the web and from many different news outlets.