The problem with social media is that if it goes wrong, it can be really, really, really public!
As we’ve said all along, social media is not another medium for your sales message. It is a way of talking to your customers, and allowing them to talk back.
The minute you start treating them like an audience, and not like participant, you’ll lose them.
Here is a short power-point presentation about social media going wrong. (This was written by the guys at the excellent SMI agency in the US)