Whenever I counsel clients about the use of social media, I always advise they speak to their target audience and figure out what messaging (and channel) would appeal to them.

I’m not sure if the manufacturer of Motrin followed that advice, but judging by the enormous backlash the company is facing over its new Motrin “Mom-Alogue” video, I suspect they didn’t speak to a single mother (at least, they didn’t speak to any who use Twitter).

Taking a look at the negative Twitter conversations surrounding #motrinmom demonstrates that Motrin is, in just a few short hours, facing a huge reputation disaster–initiated by the very audience Motrin hoped to target, “Mama Bloggers.”

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