Communispace's Eight tips for Managing Social networks
Geoffrey Precourt Warc
There already are legends of the web that serve as cautionary tales for marketers who have underestimated the strength and vitality of consumer response to marketing missteps.
A classic of the kind is the 2008 television spot for Motrin, the painkiller drug, which targeted discomfort as one of the side effects of "wearing your baby":
The response was immediate. And angry:
When curious customers Googled Motrin to discover the details behind the fury, a story from the Chicago Tribune– with details of the outrage – further fanned...