How social media can kill a brand in days

What’s perhaps most interesting here, is that the PMS campaign was actually a relaunch of a fairly similar campaign that had run in 2005. In that instance, the ads drew some negative response and complaints, but crucially this was before the widespread penetration of social media that we have today. In essence, the reaction around both campaigns was the same, but because of social media, the ad campaign this time around had to be pulled, because the company had to be seen to react to everything that was so publicly visible. Was this necessarily the right decision to make though?

Full article: How social media can kill a brand in days - TNW Social Media.