06/29/2012 03:49 pm ET Updated Dec 06, 2017

WATCH: 60 Seconds of Social Media

How important is it to control your brand's message online? Just look at McDonald's in Canada's "Our Foods. Your Questions" website, which pulled back the curtain to address one customer's question about why their food looks so good in ads, and not so good in real life.

It was a publicity win for the Golden Arches, and a lesson for other companies in how to use online media to manage potentially negative sentiment. Social media can expose cracks in a company's operations to a worldwide audience, but smart businesses can turn this transparency into publicity opportunities.

Learn more in this week's episode of Amos Content Group's "60 Seconds of Social Media."

Missed last week's episode about how social media is changing the music industry? Have no fear, it's right here.