May 15, 2013
Filed under: Tip of the Day
Call it what you will — I prefer Social Media Train Wreck of the Year — but if you haven’t been paying attention to what’s happening with the Facebook business page of Amy’s Baking Company Bakery Boutique & Bistro, then you’re missing out on a valuable lesson on how not to manage your brand during crisis.
Quick backstory: the restaurant was recently featured on an episode of Kitchen Nightmares but quickly dumped by Chef Gordon Ramsey because the owners were “too difficult” to work with. Ensuing backlash on the company’s Facebook page resulted in the owners taking to the keyboard to defend themselves in a, well, not-so genial manner. Nasty comments from users were met with even nastier responses from the owners until an all-out, ALL-CAPS war commenced, complete with F-bombs, physical threats and bad grammar — a trifecta of brand destruction.
It’s u-g-l-y ugly, and if you want a great play-by-play of what happened, check out Buzzfeed’s coverage of it.
Of course, now the owners are claiming they were hacked and weren’t responsible for the posts, which are now gone. Whether or not they were hacked, well, I guess we’ll have to wait until the “FBI computer crimes unit” is done with their investigation. But all this got me to thinking, how should one prepare for a possible PR disaster? I searched the ‘net this morning and found a good, succinct post by Startups FM that breaks it down to three main precautions: