Woody Harrelson, the bartender from Cheers, psycho from Natural Born Killers, or guy from Zombieland and True Detectives depending on age/taste (they're ALL great!), showed that social media cannot be seen as a simple means of cheap self-publicising with a truly epic fail...
He arranged an AMA session on Reddit, short for Ask Me Anything, when he clearly had no idea of what this entailed.
He tried to base every answer around his latest film, looking equally cynical and ridiculous in the process, and clearly didn't know that AMA is far removed from the traditional media PR work, based on days of interviews in hotels and chat show appearances.
The first question, using a very specific example (so, a note of caution with the article linked below), accused him of exploiting his fame with female fans ... His responses would have done the Cheers barman (Woody!) proud such was their moronic tone.
When writing on the apparent wonders of web 2.0/social media I frequently caution that the supposed levelling of the playing field for Indies is largely illusory, but this is a potent example of the studios misjudging the democratic nature of some social media platforms!