Unfortunately, a new Facebook page was created called Butt seriously, Chapstick, which has damaged the brand even further, allowing this sexist image to live on.
These are all big fails, but which organisation succeeded spectacularly in its social media campaign?
The virtual motor show
In 2010, Ford created a Facebook page to promote its new Ford Explorer motor vehicle. To build anticipation, Ford launched the vehicle at a "virtual motor show".
It was a brilliant idea that received one million views on YouTube. Ford held the number one trending position on Twitter for the duration of its launch day, and was the number two trending topic on Google.
Around 15,000 Ford Explorers were sold even before the vehicle landed in dealerships.
Source: CIO Australia
Sign up for CIO Asia eNewsletters.