Paramount Pictures is learning the hard way about the perils of an unauthorized Twitter account.

Someone - a movie buff, an industry insider, who knows? - has created a fake Paramount Twitter feed to blast the studio for not making Anchorman 2 and other in-studio maneuvers.

One Tweet reads: We have decided that if Will [Ferrell] and Adam [McKay] pay for Anchorman 2 out of their own pocket, we'll release it.

Paramount didn't return a message for comment, but these incidents show just part of the problematic nature of the micro-blogging world for movie studios and actors alike.

But is the old saw, all publicity is good publicity, still applicable in our interconnected world?

Entertainment expert George McQuade, vice president of Mayo Communications, says the Paramount fraud stings because trust is of utmost important in entertainment publicity.

"In PR 101 and media training, truth is the best weapon, even if it hurts," McQuade says. "It only takes a short time to damage a company or individual reputation, and much longer to repair or restore credibility online."

Social media sites like Twitter and Facebook now have "trust and credibility," he says. "Four hundred million people on Facebook is not something to ignore."

Online content made a difference long before social media took over. Consider the early marketing moves to promote the remake of King Kong, McQuade says.

"[Director] Peter Jackson was posting behind the scenes images and short bits on line, engaging movie goers about the filming of his movie," he says, adding the effort create a fan base of nearly one million people.

He thinks studios would be foolish to prevent their talent from Tweeting about their newest film projects, "but everyone should be on the same page and not release stealth details about an upcoming movie," he says.

"Behind the scene images and descriptions of what its like to be in a jungle or the desert is priceless for fans. They love it," he says.

Sometimes too much honesty and openness can make a studio sweat.

McQuade worked with an actress who often spoke her mind without studio interference. When she made a bold prediction about an upcoming film sequel her studio "came unglued," he recalls.

The tension faded after he was able to coach her on the best way to speak out via various media platforms.

Of course, there is also the potential for talent to say the wrong thing about something totally unrelated to movies.

Actor Jim Carrey recently raised some eyebrows via his personal Twitter account, partially blaming Elin Nordegren for her husband Tiger Woods' numerous affairs - and damaging his personal brand in the process.

It wasn't long ago when most entertainment PR specialists were frightened by all things social media. Today they can't live without it.

Smaller film studios can't afford to be as controlling with their talent. For them, any social media marketing is a boon to a project.

Andrew McGraime, vice president of interactive marketing with Magnolia Pictures, says he encourages his studio's talent to use Twitter and Facebook as they see fit.

"Since our advertising budgets aren't like the studios we rely on our fans more than anyone to help spread the word," McGraime says.