Check it Out: Have You Ever Faked a Tweet?

Madden makes fake Twitter posters — commenting robots who tweet like everyone else on Twitter, but also happen to be fans of his clients' brands and sometimes give them promotion.

Twitter doesn't like that. "Black hat" basically refers to "hackers" who break the rules, and Madden's techniques do. They violate a whole sheet of Twitter's policies against impersonation and spamming that he held up for the audience. However, "so long as you don't risk [your] main brand Twitter account," he says, "Twitter can't enforce its own rules yet."