Words matter and your your Social Media Community Manager matters. A friendly campaign to show the use of fresh produce: How quickly marketing giant McDonalds’s campaign #MeetTheFarmers when changed to the new name #McDStories (what were they thinking!) took a life on of its own as customers answered back with stories that would fit more under the heading of . . . #McDHorrorStories.
There are people out  in the Twitterverse that enjoy drumming up controversy. You have to be quick on your feet to head off an assault and  get control back of your brand.
Lessons learned: Words matter, hashtags matter and thinking before you act matters.