Companies like the one i work for are still trying to figure out what to do about social media, how to work with it and, occasionally, against it. The ad agencies that we tend to hire, for the most part, aren't very helpful right now, as they are still trying to figure out a) what business they are really in and b) what the hell is going on.
So, a lot of companies are taking it upon themselves to work in the social media space. Comcast is doing a good job. But, here's a tale of a company that should have had a strategy and plan in place a long time ago. Belkin: Fail.
(UPDATE: 1/18 pm) Belkin president responds.Post at Crunchgear.
Jim Cuene 
It looks like they did everything right with their response.
They were fast, honest, apologetic and they communicated a plan of action to fix this and prevent future eff-ups. Sounds like a WIN.