Calling himself @theoldcfo on Twitter, Gene Morphis got done in by his use of new media -- Twitter and Facebook, in particular.

Morphis, who was CFO of Francesca's Holding Corp., made the mistake of posting inappropriate information about company doings, according to the Wall Street Journal, posting about meetings with his board of directors and investors.

The company said it launched an internal investigation with the assistance of outside counsel after discovering the activity, and said Morphis was "terminated for cause."

Francesca's did have a social-media policy, according to the article, but creating a workable policy is no easy task in this ever-changing social-media world, as numerous instances have shown.