Here are five PR lessons corporations hopefully have learned so far about social media, courtesy of The Atlantic via Ragan's Daily Newsfeed. They come down to being observant, other-regarding, and modest. But institutionally those aren't always easy qualities to muster. There no doubt will be lots more opportunities for learning the hard way about how people can be upset via the Web. 

The Atlantic's five social media lessons, involving the likes of Nestle, Southwest Airlines, Toyota, Domino's, and Motrin, are:

• Don''t get defensive.
• Closely watch social networks for complaints.
• Don't stalk your customers.
• Be vigilant of how employees use social media.
• Don't insult a cohesive community.

Andy Beaupre suggests there are sub-lessons as well, seven from Nestle's Facebook saga alone. As we've suggested, they'll be more. Social media is roiling right along. 

Photo courtesy of trekkyandy/flickr