Saw this on the BBC Website and thought it was funny. Social media and/or Web 2.0 and all the interactivity modern websites and social media can give you are a great way to reach out and connect with your customer base, however it's important to use the technology sensibly, otherwise you could potentially shoot yourself in the foot like this example from a recent BBC article:

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How not to use social media

How does it affect companies? Once your unhappy customer would have told 10 friends. Now he can tell 500 and, if you are unlucky, his complaint will be the first thing that potential new customers see when they search for your product on Google.

There are other pitfalls. In one recent example, an account manager with a well-known PR company visited the headquarters of FedEx in Memphis.

On the way to the company, the hapless executive told his friends on Twitter that he would rather die than live in Memphis. The trouble is, FedEx people care deeply about their hometown and took offense.

Online arguments ensued and a less-than-140-character message soured the relationship with one of the PR firm's most important clients.

Ironically, the PR had come to Memphis to teach the FedEx communications team about using social media.

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BBC Article on companies and their attitude to the Web well worth a read.