Here's a great textbook example of how companies can misuse Social Media: the Motrin Moms campaign, which has raised a furor today on major blogs, including TechCrunch, Mashable and others. The "viral" ad pokes fun at mom who carry their babies, implying that they will need Motrin for the pain endured. The number of hateful parodies of this ad are cropping up faster than Obama friends on Facebook. The ad agency involved will likely kill the ad later today. Moreover, it's the number one topic on Twitter today, but not the kind of Twitter coverage any company would want.