Heard a remarkable story from a web broadcast panel from Social Media Week. Adobe had encouraged some of their knowledge experts to blog externally as a way of extending the company brand. And at one point, the CEO had to personally make an apology call to a customer because one of their employees had written a blog entry calling that customer “the axis of evil.”
Rather than fire the employee, they worked with him instead to bring him along, show him the reach of their brand and what issues could emerge, and wound up with someone with a deeper understanding of the benefits and pitfalls of community communications.
This is the way of business use of social media: you’ve got to be committed to continuous learning.