Should Companies Use Social Media?

Coca Cola's Facebook page took quite a hit after their commercial aired on the 'Super Bowl' broadcast.

It seems the thing to do these days for companies is to use social media sites to make themselves appear in touch and personal. It also cost them practically nothing to spread the word about their products. However the problem is they can't control the message. It opens them up to bullying and false accusations. The kind of stuff that cost them dozens of hours and numerous posts to try and defuse the emotions and false claims..

In a number of instances this does more damage then good. At what point does it cost companies more to employ a team of PR experts to try and tamp down bad publicity then it would to pay professionals to develop positive reinforcement based commercial advertising?

A word of advice to companies.. if your company's looking for free social interactions on the internet, it could end up costing a bundle. Not a good idea. Here's another piece of 'free' advice...I don't know who came up with this seemingly swell idea, but whoever did should be sent packing.