There are a couple of lessons to be learned from the fallout of Coke dropping Lean Mean Fighting Machine as their digital agency for making references to porn on their Facebook page.

No matter how edgy social media strives to be and the boundaries it tries to push, the people paying the checks are by and large very conventional, and generally don't like their brands being associated with infamous scat videos. People can be so square! Brands are even less likely to find it amusing if underaged kids are exposed to  said explicit references and go searching the internet to understand them.

Social media is completely unpredictable. The very openess of it, the way that consumers and brands interact mean that it is hard to forsee and prevent such catastrophes. Mistakes cannot be contained and before you know it, the whole world knows about what's gone down.

This is the risk inherent in using social media for promotion and the very fact that I can think of two other scandals resulting from social media errors (Vodafone and Habitat) proves how careful brands have to be