Using social media marketing effectively

With the popularity of social media marketing, more and more companies are beginning to tap into its great potentials to market theri products.
However some companies are facing some issues when they introduced social media marketing,like the Molson company case showed that they arosed public opposition about their marketing activities. We should admit although social media marketing is an effective communication channel to amplify customer opinions, it also puts the company exposed to the public comments. Companies can not expect that simply seting up social media can increase customer demand or create buzz for their products, they must listen to customers' feedbacks (positive or negative), engage with them and improve their products or services.