Prompted by this month’s Pepsi and United backlash on social media, I read a rant today about how companies should plan social media defence strategies before they even think about launching a social media campaign. He further quoted some ‘guru’ saying that with social media you never need to pay for advertising. I could write this post by arguing that United wouldn’t be where they are had their staff not be physically violent with their customers. I’d hardly blame social media for United’s problems at this point. But it’s this final point I want to focus on.