What kills a social media campaign?

Uber blogger, BL Ochman pens this piece on iMediaConnection.com.

In it, she cites the following examples of bad and ugle: Ford Bold Moves, Wal-mart fake blogs/bloggers, Microsoft/Edelman Acer/Vista giveaway and Sony's PSP Flog. On the good to great side, she commends Dell on their social media turnaround and lauds LegoS and Netflix

Jumping to the end, BL leaves us with these words of wisdom:

• To get something, you have to give something.
• Hand your customers your brand.
• Shut up and listen.
• Make changes that exceed expectations

I was thinking that we can add to this thread with more advice on how to avoid "killing" a social media campaign. I'll start:

• Don't call it a campaign. Great social media programs should be enduring
• Meet your consumers halfway
• Accept the inevitability of both good and bad response from the blogosphere
• Respond not only to customers, but "onlookers" as well (i.e. consumers)
• Stay the course. Don't be distracted or dissuaded by slow pick-up.