2012 was a very big year for social media.

Facebook’s IPO and Instagram acquisition, Twitter’s growing importance as a news and communications tool around the world, LinkedIn’s march to 200 million users and Pinterest’s rapid rise all dominated the headlines, and many top brands capitalised with innovative marketing campaigns and promotions.

However, in the world of advertising, people rarely remember the winners. The losers, however, often get talked about for months, with foot-in-mouth campaigns and attempts at damage control by the likes of McDonald’s, Chick-Fil-A, American Apparel and others this year leaving millions of people shaking their heads, wondering just how did they let this happen.

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