Motrin ran an ad that encouraged mothers that wear thier babies on their backs or bellies to take Motrin when their backs get sore.  This made many moms angry.  The reason was, that taking drugs for pain is not good for breast-fed babies.  These mad moms started blogging on twitter, encouraging a boycott of Motrin.  Word quickly spread, and Motrin was forced to pull the ad.  Social media played an incredible role in this chain of events.  First with the actual ad, then the negative response of the consumers. The availability of social media helped both the consumers and the makers of Motrin.  Mothers had the benefit of being educated about the risks of pain medications in thier breast milk, and the neccesity of adjusting how their child hangs on their body if they feel pain.  Motrin recieved the benefit of a quick response by consumers, thereby being able to meet their needs more effectively.