Last week, a restaurant called Amy’s Baking Company aired on an episode of Kitchen Nightmares with the awesome Gordon Ramsey. Apparently Amy’s attitude on the show was so distasteful that Ramsey actually gave up on her and helping her restaurant – something he doesn’t do often.
After it aired, Amy’s Facebook page was slammed with nasty comment after nasty comment, which is something we’ve definitely seen happen time and time again, on different brand pages. However, something we don’t see often is a reaction that is so classless and despicable that we could actually label it trolling… from the brand itself. Check it out:
Hard to believe that these posts were actually posted by a company to their fans and audience, isn’t it.
Before I went to bed last night the company’s Facebook page had 33,000+ fans. This morning, the count has reached well over 45,000. People are liking the page, not because they believe in the company, but because they want to see what vulgarity and nonsense will come out of the owners’ mouths, and they want to see it right within their mini-feed. It’s the same reason people flock to follow Twitter pages when they get hacked.
Speaking of hacked, guess what the two owners of this distasteful company did a few hours after posting the above posts… They deleted all of the above and replaced it with the following message:
I just love how they begin this message by saying “obviously”! It’s hilarious and extremely sad to see that still today, some people just don’t get it. But from what we’ve seen on TV and straight through to the Internet, these people don’t just not get it online, they just don’t get it straight through to the core of themselves and their business.
So, as I “obviously” don’t need to point out what Amy’s Baking Company has done wrong, let me instead highlight some key things to do if ever you’d like to make sure that your company becomes the laughing-stock of the Internet!
9 ways to make sure your brand becomes the laughing-stock of the Internet
- Have zero concern for etiquette or quality production or service
- Make sure that the whole world sees how little concern and care you have
- Don’t take lightly to positive criticism or the generous help of others
- Always think that you and the way you run your business is top-of-the-line and in no need for improvement
- Publicly state how much better you are than your customers and fans and how little they mean to you
- Blast your customers, fans, followers and audience whenever possible. Swear at them, insult them and just plain be as rude and obnoxious as you can be
- When all else fails, delete and lie to cover your mistakes
- Never apologize
- When all is said and done, go dark. Everyone will forgive and forget in no time at all
Update May 16, 2013:
After receiving a tweet that may or may not have come from Amy herself (if not, it came from a spoof account), I am adding a bonus point:
10. Attack every blogger and reporter who has written about your epic fail. It’ll help you put more fuel on the fire and continue to be the laughing-stock!
Case Study: In-Depth Analysis of the Paula Deen Crisis
- The mistakes Paula made that contributed to an approximate $10 million loss of income
- What Ms. Deen should have done instead – and what she needs to do now
- How to learn from her mistakes and protect your brand
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.