How Not to Use Social Media: A Case Study Using Amy's Baking Company
How not to use social media!
Many business owners want to know how to use social media to build their business. I like teaching by example, so let's take a look at a company that not only did the wrong thing very publicly, they continue to do it.
How Not to Use Social Media for Your Brand
Back in May of 2012, on the reality show Kitchen Nightmares, Chef Gordon Ramsey visited Amy's Baking Company. The couple refused to listen to any advice he had to give, admitted to taking their server's tips and generally acted in a very unprofessional manor, which included yelling at customers.
Upset viewers posted their concerns on the business' Facebook page and the owners of Amy's Baking Company decided to let their crazy flag fly. They are the living demonstration of how not to run your Facebook page. Since most of the replies have been deleted now, here are some replies the owners posted on the page:
TO REDDIT. I FORBID YOU FROM SPREADING YOUR HATE ON THAT SITE. THIS IS MY FACEBOOK, AND I AM NOT ALLOWING YOU TO USE MY COMPANY ON YOUR HATE FILLED PAGE.
To all of the Yelpers and Reddits: Bring it on. you are just pussies. come to arizona. you are weaker than my wife, and weaker than me. come to my business. say it to my face. man to man. my wife is a jewel in the desert. you are just trash. reddits and yelpers just working together to bring us down. pathetic.
WE DO NOT NEED THIS. YOU STUPID PEOPLE. AMERICA IS ABOUT RESSLING, IT IS NOT A BIG DEAL. THE CAKES WE OFFER ARE EXPENSIVE BECAUSE WE HAVE TO REPACKAGE AND SHIP. DO NOT BLAME US BECAUSE YOU CAN NOT AFFORD QUALITY. THE YELPERS, AND NOW THE REDDITS, NEED TO BACK OFF. YOURE NOT RIGHT JUST BECAUSE OF SOME TV SHOW
This is Samy. I am keeping note of all names here. We will be pursuing action against you legaly, and against reddit and yelp, for this plot you have come together on. you are all just punks.
The Break Down
Let's break down the mistakes made here:
They call people names
They use all-caps
They misspell words
They don't capitalize words
They threaten to sue the thousands of people who have commented on their page, which isn't possible.
Even though they deleted a lot of what went on back in May, they continue to make these same mistakes. Currently, they are using their business page to discredit Yelp. If you have a personal beef with another company, please, for the love of Pete, don't hash it out on your business' social media!
They seem to be going out in like Cook Source Magazine. Remember them? If not, here is the skinny:
UPDATE: Then there was that time they chased a customer with a knife:
UPDATE: Amy's has gone out of business. No surprise, there.