An anonymous reader writes "The drug cartels operating in Mexico have often been compared to large corporations, with their own codified leadership hierarchy, recruitment methods, and accounting practices. But part of any big corporation's playbook is a marketing/PR plan. The cartels have long operated a version of those, too, by threatening journalists and killing civilians who speak up. Like any corporation these days, the drug cartels have recognized the power of social media, and they're using it more and more to propagate their messages of intimidation and violence. Quoting: 'Six days after Beltran Leyva's death, gunmen murdered family members of the only Mexican marine killed in the apartment complex siege — including the marine's mother. That same day, a fire was set at a nearby school where a banner was flown, warning that more killings would follow if the federal government made any further attempts to interfere in cartel actions. Photos of the school were then tweeted and shared in status updates — a reply to images of Beltran Leyva's corpse being shared on social media.'"