The following video shows various case studies and solutions for what are commonly referred to as "social media fails". You know, employees abusing customers on Twitter, YouTube videos of staff doing horrible stuff to food production, inappropriate responses by executives to small problems, and so on. 

These "fails" can negatively impact on a business' reputation and if serious enough - negatively impact on sales and customer retention too.

Matthew Quint a director of the Center on Global Brand Leadership at Columbia Business School explains how businesses can prevent social media fails in the first instance and then recover when they do.