What do you do when a good deal of your dissatisfied customers share their poor experiences with your brand with others online? Well, one thing you shouldn't do is turn your social media efforts into a customer service triage unit. I recently came across one company using its social media efforts to deal with their customer satisfaction issues in a manner that I find such an excellent example of what not to do with your social media efforts, I felt compelled to share the story. One doesn't need to do a study or possess any company sales information to be confident that this company's social media efforts are certain to cause immediate harm to their brand image -- damaging their brand's reputation -- and negatively impacting their short term sales. Consider how their social media messaging is likely to impact prospective customers, journalists and industry analysts . Hostway is a web hosting company headquartered in my hometown, Chicago.…