First, while deep pockets help, the Internet and social media is still one of the most level playing fields there is. A great idea, story, photo or simple message can gain traction and become a movement a meme or a t-shirt slogan.
Second, Be genuine, be yourself and have a sense of humor about it all. This is especially true for brands and companies. If you give your fans a bit of ownership and flexibility while also engaging with them you will come out ahead. You can't always anticipate how even the most well thought out campaign will unfold on the Internet, but if you monitor, engage and adapt while maintaining a sense of humor, you will come out ahead.
These are lessons that our friends at Kansas State University should have learned from their recent EcoKat PR disaster.
This is a fun one people. Enjoy Mr. Splashy...
Alexis Ohanian: How to make a splash in social media