Fifty Shades of Grey author E L James learned this the hard way when she participated in a Twitter Q&A on Monday. James no doubt anticipated fielding questions from her fans, but it was her critics (and a few trolls) who dominated the event.
To her credit, James didn't back down from the question and answer session despite the consistent stream of criticism. She answered questions she felt were legitimate, and revealed some insight into her writing process, ultimately making the session more successful than some other disastrous social media campaigns in recent memory.
In November 2014, toward the beginning of the Bill Cosby scandal, someone on the comedian's publicity team encouraged people to "meme" Cosby, adding what were supposed to be funny quotes or comments over pictures of the comic.