"Such dangers are inherent in using social media to promote your brand. Sometimes it’s an isolated gaffe, as when the marketing professional running the Chrysler Twitter feed inadvertently tweeted his distaste for Detroit drivers. But trying to enlist the masses on Twitter or Facebook for brand promotion carries its own set of risks. When Wendy’s paid to promote the #HeresTheBeef hashtag last year, users responded with bawdy innuendo and other tweets completely unrelated to hamburgers. And in the summer of 2010, Coca-Cola(KO) was forced to apologize when a complicated social media contest for Dr. Pepper resulted in a pornographic reference being posted to a teenager’s Facebook page."