How To Use Social Media To Destroy Your Business Effectively

How To Use Social Media To Destroy Your Business Effectively

This past week Samy and Amy Bouzaglo have successfully destroyed their business with Facebook.

If you didn’t know Amy’s Baking Company was recently featured on Gordon Ramsay’s Kitchen Nightmares Series.

Now anyone who watches that show knows how it goes down, but this time things were different. This time it featured Samy & Amy Bouzaglo.

You really need to watch the full episode to appreciate the mindset of the couple. Here is a very small taste-

Go and watch the full thing – it is shocking how delusional Amy is throughout. They even take all of the tips off the staff and pocket it for themselves!

Look what happened at the end of a night after a staff member asked her if she was sure about a table number-

That girl got them crazy eyes!

It’s not all on Amy though, Samy is just as bad verbally threatening customers, making physical threats and acting aggressively.

Then someone let them loose on social media.

How To Destroy Your Business With Facebook

I hope you are ready for what has been described as the most epic meltdown on Facebook ever.

Even Charlie Sheen will learn something here.

Things start with a nice message showing the couples strength, was kinda cute!

But as seen in the show – she isn’t all that great at taking criticism =/

People gave the couple flack because they were buying things from Walmart and then reselling them to customers as if they made them themselves.

Amy even lied to Gordon Ramsay about making the cakes herself. Which she was super proud of.

Then of course the Reddit community got hold of the story. You can probably guess how it goes from here.

Samy takes over the updates for a while and starts to threaten legal action =\

Followed by his own series of threats…

Luckily they aren’t freaking out about it at all.

If you have ever wanted to know what a meal cooked by Wonder Woman would taste like, today is your lucky day!

Oh I forgot to mention Amy has 3 kids and by kids, I mean 3 cats that are her whole life between her husband and her business.

Turns out we don’t actually know Wonder Woman’s identity after all )=

It is good to see that Amy and Samy are seeing the funny side though!

She is right, it’s way past my bed time!

The Best Comment Awards Goes To…

Out of all of the comments though – this one is the clear winner.

I hope you’re sitting down for this.

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The Morning After The Night Before

Ever woken up in a hazey blur and thought – ahhhhh fuck.

That’s exactly what Amy and Samy did on Tuesday morning.

OBVIOUSLY THE HACKERS THE DID IT – DUHHH!!!

A Fresh Start With A New Page

Samy and Amy went onto setup a second Facebook page to try and recover from the damage of the ‘hackers’.

Users were met with a warm reception-

And within moments meltdown round 2 begins – ooops I mean the ‘hackers’ took over again-

Seems they never learn…

Stealing Food Photos

They also got caught out posting pictures of food they had stolen from other websites and claiming them as their own.

It became a race on their photo albums to see who could reverse engineer the original image location for each photo first.

They have a great explanation for how that happened though-

That’s how the internet works by the way if you didn’t know.

The Internet Fights Back

As you can imagine the response online has skyrocketed.

We have had everything from meme’s (more of these at the end of the post)

All the way through to a psychological analysis.

Greg Taylor posted his first-hand experience at the restaurant when the cameras were rolling.

Even the restaurant’s previous health violations are coming to light.

Not that the reviews on Yelp were doing them any favours anyway.

Then there is the fact that Amy served 14 months in jail for committing fraud with this document and another popping up.

Oh and let’s not forget the government petition to investigate them for the illegal stealing of tips.

But none of this is new really, it’s all been going on since 2010.

Do You Feel Bad For Them?

To be honest the backlash they have faced is pretty terrible.

You can’t help but feel sorry for them in a way.

What the couple fail to realise is that Reddit is actually an intelligent community & most of the people that use it are well educated people with specialist skilled jobs in technology, networks & the internet…

Certainly not the type of people good enough to lick their, or their friends boots though…

Measuring The Viral Effect

It’s not all doom and gloom though, the couple have seen a huge boom in popularity across the web.

Check out this snap from Google Trends-

According to Alexa their website has also seen a 20,000% increase in traffic in the last month

They also managed to add over 70,000 organic likes to their main Facebook page.

Granted all of this was born out of bad publicity – but they now have the perfect foundation to capitalise on.

What Should They Do?

Now is the perfect time to ride that PR wave to success.

First things first though they need to repair the damage they have done. The best way of doing so, especially with the blogosphere is to be totally honest and upfront with people.

A heartfelt transparent apology explaining the actions and stresses the couple were under would go down very well right about now and allow them to begin rebuilding rapport with people.

But before doing that they should get someone to rebuild the website with conversion and value in mind. Capture user data & leverage the social media success to build vast social signals to the site.

Give the blog a quick overhaul, publish the apology and hey presto – a whole new load of viral traffic will arrive to capitalise on :)

To really repair the relationship with bloggers they should host a bloggers only night where likeminded people could meet and engage with each other in a relaxed atmosphere with great food.

For the most part bloggers are straight down the line and honest. If they have a fantastic night dining and sharing knowledge with other bloggers – they’ll tell the world about it.

I wish somewhere local to me had a similar night every month! Hmmm.

I know they already have a relaunch planned but you have to apply to be invited via a PR firm. That means anything produced is going to be fully controlled and as such biased.

They should host a night specifically for repairing damage with the wider internet community that will offer a true reflection of the improvements they have made. In essence they are in control and responsible for any feedback received, good or bad.

Lessons Learnt

Throughout all of this though there are quite a few important lessons for us all to learn.

Social Media Is A 2 Way Street

A lot of businesses struggle with social media and just don’t get it. Having the ability to interact with customers in an instant and personal way really does baffle the business world.

Social media provides a fantastic opportunity to build engagement, trust and relationships with people who in turn influence other people.

But this is a 2 way street, while it is a fantastic tool to engage your target audience directly – it is also the perfect weapon to destroy your business and its reputation. Especially if you’re crazy.

Criticism Is Opportunity

Amy clearly has a hard time dealing with negative feedback to the point everyone around her protects her from it.

But criticism is just an opportunity to improve. An opportunity to improve & be better at what you do today than you were yesterday.

I look at failure in the same way. If you fail at something, next time you are much more likely to succeed due to the first hand lessons learnt.

External criticism is exactly the same – except it is other people telling you how to reach further success.

Ask For Criticism & Feedback

I actively ask for criticism & feedback from my readers. This feedback has helped shape the blog in a big way.

Everything from the design, how things are laid out, the content I write, how I write it and the types of things I focus on.

All of this is driven from the user feedback & criticism I get. If I get an email with some criticism I try to explore that with the reader to get a deeper understanding to build upon.

I send out this email as part of my auto responder series-

That one gets some very interesting responses and I have being able to improve the user experience off the back of it!

Readers love it when you actually listen to what they have to say & then actually act on it.

I also send out this email-

I’m essentially asking my audience what they want, and then I give it to them.

A lot of the tutorials posted across the last 2-3 months have come off the back of user requests. These are also some of the most popular tutorials.

Don’t Insult People & Lie

Remember the bit about social media been a 2 way street? If you start abusing people, typing in angry caps locks & telling blatant lies you are asking for it.

Some of the things that Amy and Samy have said to potential customers is disgusting. Imagine asking a restaurant if you could have a reservation and being told ‘WE DONT LET SLUTTY BITCHES LIKE YOU HERE’.

Doing things like that in public is always going to spark a reaction.

Even if that comment wasn’t aimed at you, anyone reading that instantly has a negative association with Amy & Samy. One that they will share with their friends, people still actually talk in real you know!

To then go on and claim they were hacked was just kicking people when they were down. The lie was so transparent especially when they used the same tone on the second page that wasn’t ‘hacked’.

The most stupid lie though has to be when Samy claimed the pictures they were posting was of their food and they hadn’t stolen them. I’m going to post his explanation here again because it was just that stupid.

Can you believe even after that they are still posting stolen images & claiming they are of their food.

Own Your Mistakes

Each and every time the couple have insulted someone, received criticism or been caught out with something they have just ignored it or opened up a different line of attack.

At no point have they actually stopped, took 60 seconds to step back, think about what has said, process it and then respond appropriately.

Instead of owning their mistakes they just go on the attack – it’s borderline childish behaviour but we all make mistakes right?

Just step up to the plate and admit when you’re wrong – you’ll get a much warmer reception than going on the attack or trying to cover up lies with lies.

Never Marry A Crazy!

If there is one thing we should all learn though it is that you should never marry a crazy, no matter how much younger and better looking they are.

Samy fronts the money to keep the failing business afloat and without him the company wouldn’t exist.

Hats off to Samy you are a brave man – he is the real hero here!

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How To Deal With Social Media Criticism

A while back I made a tutorial called how not to launch a website featuring UK mobile provider Everything Everywhere.

Since they launched in the UK they have had huge amounts of flack to the point every single one of my friends have had issues with them.

This has quickly led them to be dubbed as ‘Nothing Nowhere’ – check out some of the feedback they get on Facebook.

ee-3

They literally get a few pieces of crippling feedback posted every hour. People consistently claim of misselling, having no signal, poor customer service, arrogant management & the general unwillingness to resolve issues.

Nothing Nowhere (Everything Everywhere) have really made a mess of their launch in the UK – but notice how they aren’t having a meltdown over it?

Even though they know they suck and are clearly having serious companywide issues they focus on the root problems and ignore everything else.

Granted its usually the same dreary bland response and from what I can gather customers still don’t actually get any help but it helps to maintain order.

It’s pretty hard to troll someone that doesn’t take the bait. Amy fuelled her own fire with how she dealt with social media criticism and although Nothing Nowhere aren’t perfect, they are doing a good job of managing things online.

Extra respect to them for not deleting the bad feedback and keeping things honest and open!

I bet those pesky hackers are to blame for the poor performance of the network though. For sure.

They Aren’t The Only Ones

Abercrombie & Fitch have also managed to destroy their brand overnight with a single interview.

CEO Mike Jeffries gave an interview to Salon Magazine way back in 2006. He was asked why they refuse to make clothes for larger women, his response-

“In every school there are cool and popular kids, and then there are the not-so-cool kids. We go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong in our clothes and they can’t belong. Are we exclusionary? Absolutely.”

Now 7 years ago that was pretty offensive, but in today’s world of backwards political correctness it has caused a storm.

It is only the last couple of weeks that social media and the blogosphere has gotten hold of this.

Comments from 7 years ago now appear to be fresh and new from the company which is causing them a little bit of a headache.

Articles like this one on Business Insider and this one at Elite Daily.

Benjamin O’Keefe created a government petition against the company.

There is even going to be a full on protest in the streets of Chicago.

All of this is born out of comments from 7 years ago that the social media world have circulated the past week.

Talk about a big fat mistake!

Notice how companies that exclusively make clothes for larger women and exclude skinny women don’t get the same treatment though?

Strange world.

Amy To The Rescue!

There is no doubt that the meltdown of Amy Bouzaglo & her business this week might have broken the fall of Abercrombie & Fitch.

The blogosphere, social media crowd and media in general have firmly had their attention on Amy as the story has developed throughout the week.

Without that girl things could have gotten a lot worse for Abercrombie & Fitch.

You should fatten her up and put her in an advert to say thank you.

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66 Responses

5.17.2013

Haha, hilarious post! I can’t believe I have only just became aware of this now! Looks like the next hour or so is going to be spent on those Facebook pages with plenty of face palming and head shaking.

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Matthew Woodward Reply:

They cleaned a lot of it up already =\

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Sofian Reply:

Matthew for real how can you clean up such a mess ? but thanks I had to laugh out loud twice. It was really funny :)

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Matthew Woodward Reply:

It’s just a bit of marketing and PR

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5.17.2013

Just brilliant. She never going to learn.

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Matthew Woodward Reply:

You never know :)

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Greg
5.17.2013

That is the one episode of that show that my family and I actually watched twice…ON THE SAME NIGHT! It was so beyond belief that a part of me thought the whole thing had to be contrived. I had ventured over to her FB page that night and already could see some of the shit she was getting, and thought “oh man this is going to get ugly”. I never followed up again, and now I see I missed what may be one of the top Internet events of 2013. haha

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Matthew Woodward Reply:

Certainly some crazy stuff going on in that episode! But you are right this might be one of the biggest web events of 2013!

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jewseboy
5.17.2013

“AND WE WILL BE PARENTS TO A HUMAN KID ONE DAY TO” Im still laughing now at that belter….

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Matthew Woodward Reply:

I hope not ^^

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5.17.2013

Good post Matt. My wife and I watched that episode and thought they were both bat S crazy.

Funny to see it in the “real” world of Facebook.

I also appreciate your perspective on everything and how to turn things around – good stuff.

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Matthew Woodward Reply:

Cheers Nate glad you enjoyed it!

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5.17.2013

They did a great job of really going overboard. As crazy as it seems, they definitely did bring a lot of attention to themselves and probably will see some new business from it. Great job on the write up.

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Matthew Woodward Reply:

Cheers Zac – hopefully they manage to turn that frown upside down and turn this into cash!

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5.17.2013

These guys are just amazing. They are now telling people
“No the films you watched on the Kitchen Nightmares episode were edited and faked to make us seem to be much worse people than we really are. If you look closely it is fairly easy to tell that scenes were cut and audio was dubbed to make it seem like we were saying thing we really weren’t.”

http://www.facebook.com/permalink.php?story_fbid=305127522952242&id=304584339673227

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Matthew Woodward Reply:

Oh that must be it!

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5.17.2013

I’m so glad you’ve saved some of these gems in here for posterity Matt. Utter genius.

Ps. Are you looking to launch a new PR consultancy service now? ;)

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Matthew Woodward Reply:

Not all of the screenies are mine, but I have full shots of the entire page backed up just in case :)

I think I would suck at PR consultancy ^^

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mOnk
5.17.2013

Awesome Post , But never heard of the show

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Matthew Woodward Reply:

Just check out that episode, its all you need to know!

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5.17.2013

Many emotions come from this post. Being involved with politics and social media I have seen some cream rise to the top by using it effectively and watched the ones that don’t sink to the bottom and disappear never to be heard from again.

I think that many who use it for their businesses do not actually realize the power both positive and negative the social networks can be for their business. This post is a great lesson for any clients who want to learn about this power. Maybe Facebook etc need a disclaimer…. or a link to Facebook for dummies, social media for dummies books!
:)

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Matthew Woodward Reply:

It really is a powerful tool – when used correctly. Great lesson in how not to use it though, they could sell this as a WSO ^^

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5.17.2013

Amazing I think this proves that some people should take internet lessons before being allowed near facebook.

The fake facebook page somebody set up actually had me convinced it was them posting after watching the show.

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Matthew Woodward Reply:

I’m sure Charlie Sheen is consulting for them as we speak.

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Dustin G.
5.17.2013

Hey this post gave me some great ideas Matt :) thanks.

Now I know why I’ve been getting so many haters on YT. lol

I need to turn into an internet jellyfish. Then they will love me, and then.. worship me.

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Matthew Woodward Reply:

Hahaha brilliant ^^

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Dustin G. Reply:

haha :D

Hey Matt looks like this post has gone viral. My prediction turned out to be correct. Even though I hate television, this post was pretty entertaining so I couldn’t resist. Great content Matt.

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Matthew Woodward Reply:

Hi Dustin,

What makes you think its gone viral?

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Dustin G. Reply:

In comparison to your other posts, this one generated a considerably higher amount of social shares in a matter of days.

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Matthew Woodward Reply:

Ahhh I see – I also spent money to promo it on Facebook which has helped the likes along

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Dan
5.17.2013

It could have been the hacker. Just saying…

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Matthew Woodward Reply:

Almost worth putting money on its that certain

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dave
5.17.2013

Great article. That’s what I like about your site Matt you write stuff that’s a bit different from the other dreary IM blogs out there all covering the same stuff.

I think Abercrombie will probably see an increase in sales from people wanting to be the cool kid thanks to all this publicity.

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Matthew Woodward Reply:

I have already replaced every single piece of clothing I own

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5.17.2013

This is hilarious! Thanks so much for posting! “Never Mary a Crazy no matter how much younger and better looking they are” is some pretty solid advice after reading this!

It’s pretty sad how quick you can destroy your repetition via social media (with Abercrombie in mind too). I guess true colors always come out eventually!

Very entertaining, thanks again!

Liz

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Matthew Woodward Reply:

Actually that advice was partly based on my crazy ex girlfriends as well lol Always pick ones with the wrong twist of crazy ^^

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Chris
5.18.2013

lol.. thanks for putting me onto this. I thought the season was over didn’t know they had a new episode out haha :D

http://www.youtube.com/watch?v=mu0ByqBoSiE

^

Here’s the full episode if anyone wants.

Cheers

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Matthew Woodward Reply:

Thanks for the link Chris!

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Pete
5.18.2013

This is a person in distress and not well. I actually feel sorry for her and think she is sick. And the insane extra pressure at the moment isn’t exactly helping her sickness (what ever that is, I’m not a doctor).
It is obviously hard to feel sympathy for a person acting like a lunatic and total douche but I wouldn’t be surprised if she jumps of a bridge one day soon. Lets see if everyone is still laughing then.

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Matthew Woodward Reply:

While all true, this is the internet/reality TV. If you put yourself in the limelight…

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5.20.2013

Title stressed me at start, funny;

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Matthew Woodward Reply:

What other title could I use?

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Bill Reply:

Title is excellent !
article as well, I’m having a bad day :)

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Matthew Woodward Reply:

Hahaha we all have those Bill =D

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5.20.2013

Awesome content Matthew, social media is a double edged sword, it can work wonders for you business but it can also ruin it as well. Thanks for taking the time to put this post together!

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Matthew Woodward Reply:

Very true indeed!

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5.21.2013

I enjoyed the Licrone AIO video and will surely watch it again… I am new to backlinking and submitting articles and spinning content for things that is respect to my existing site(s).

Not sure what task to take yet… either paying for one month service first to get my feet wet and diguest everything on this before investing the $150.00 or less with a coupon offer… or unless I win a copy from you… LOL! :)

My newbie status is to figure out the best approach in marketing my site(s) with little of ease. I realize that more investment of “catcha capture” and spinner software is necessary according to your video… but for a start I like to try it out before investing more money to see some results… hopefully you can tell me if that is possible?

Also, I can’t seem to find the download links for the list you mentioned in the video… maybe I am looking in the wrong direction… Not sure.

Perhaps you can send me an e-mail on the topic!?

-Dave

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Matthew Woodward Reply:

Hi,

Thanks very much!

Wait to the end of the competition and see if you win, got quite a few prizes to give!

If you are looking to just market your site, then forget Google/SEO for a while and look at something like http://www.matthewwoodward.co.uk/tutorials/how-to-find-engage-your-target-audience-online-for-profit/

Which list are you talking about? There are no downloads for this tutorial :S

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5.21.2013

Wow! I haven’t seen anything this bat$hit crazy since Derek Smart went nuclear on, well, just about everybody back in the day.

Almost makes you wonder if this isn’t some utterly brilliant reverse pr-grab, along the lines of Seinfeld’s “Soup Nazi.” Alas, I’m sure she is exactly that nuts… (And he was a fictional character; though the real guy’s traffic boomed).

One clear winner: this will certainly go down as one of Ramsey’s most infamous episodes.

REDDITSHITTING PIG PEOPLE UNITE!!! (Come and get me cyber-police.)

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Matthew Woodward Reply:

Hahahaha

I think she really is crazy, you cant get crazy eyes like that without being crazy!

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5.24.2013

Oh man, that particular episode of that show was sooooo bad for them and yet it was PR. However, apparently some did actually hack into their accounts via the reddit thread. You still think they might not have been hacked? Gosh, I don’t know what to think lol.

Great article!

Tony

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Matthew Woodward Reply:

I doubt anyone hacked them to be honest – they created a fake reddit image and posted it though

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5.24.2013

Oh my Matthew, another cracking post. I have to dedicate large chunks of my time to reading some of these, but behind me crying with laughter, there was a point.

I lost it laughing though :-)

Jon

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Matthew Woodward Reply:

Awwww man you need to watch the episode and then read the statuses again to fully appreciate ^^

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5.31.2013

Wow! How could anybody be so careless? Whether they were right or wrong, they really must be crazy if they didn’t realize that kind of behavior would be devastating to their business. Along with learning how to cook their own food, they should learn a little bit about marketing too. Great post Matthew!

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Matthew Woodward Reply:

Hi Chris,

Well some people don’t handle criticsm very well, but thats a path to success – http://www.matthewwoodward.co.uk/tips/successful-people-vs-unsuccessful-people-which-one-are-you/

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smele
6.5.2013

hahah just awesome! incredible what people exists on this planet earth…

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Matthew Woodward Reply:

Its a varied world =D

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6.19.2013

Wow this was an amazing post. I was amazed at how epic this fail really was. Did Amy really think swearing and insulting dozens if not thousands of people online was actually going to work?

And the ‘wet camel fart joke’ nearly killed me just from laughing!

I did notice something I didn’t expect from an article like this. And that was how to fix this kind of problem. You even gave examples of how to do this which I felt was very thoughtful. But I felt Amy and her Hubby were showing a darker and maybe even truer side to themselves than they really wanted.

As for the stolen pictures I LMBO. I actually don’t think its impossible that hackers can do such a thing actually, but what would be their motive a few lulz? Besides it’s far more logical to believe that they stole the images then what they said actually happened. And since hackers often follow the path of least resistance it would be more likely that they stole images from other websites and added then to the face book page as compared to the other way around. (Which I know they probably didn’t do either).

There is so much WIN in this article I cannot believe it!!

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Matthew Woodward Reply:

Hi,

Some people just like to lash out and have no real thought of consequence other than I must win this fight, regardless of how irrelevant the fight/subject actually is, they must win at all costs.

This is actually a huge PR opportunity and I would love to sink my teeth into managing something like this.

If all lies fail, blame the hackers.

Plus if hackers were going to do anything – they would have updated the businesses actual website, not fuck about with the much more secure social channels that aren’t vulnerable to basic XSS attacks

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7.25.2013

Oh my word; what a HORRIBLE meltdown!!

Now, I just HAVE to find this episode on YouTube and watch it.

This is truly a crying shame and an embarrassment to them and their brand. What professional BUSINESS OWNER in their right mind would actually do something like this?

It seems as if they don’t even care about their business, in spite of how much they “claim” to.

I couldn’t imagine actually having such a horrible PUBLIC meltdown like this on Facebook. Yet, alone even treating and speaking to my followers/customers the way that they did.

That’s BEYOND bad business.

However, I can very much see how they can flip this and benefit from all this commotion they’ve cause in a huge way.

They just have to be willing to strip naked and deliver an truly authentic apology to their following. And go through the necessary steps to try and salvage their brand and business.

If they could pull that off, which I highly doubt that they can, then they could potentially come out on top, in spite of all the craziness.

Thanks a bunch, Matthew, for taking the time to write up this awesome post. It was extremely entertaining while providing insane value. :)

Ti

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Matthew Woodward Reply:

The episode provides great context for the rest of the post =D

I hope they do turn it round. Budget airline RyanAir used to play on controversy like this (although not to this degree) announcing they were going to charge people to use the toilet on flights (they were never going to) just to get all the free (bad) publicity.

Theres always a silver lining somewhere :)

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8.26.2013

20000% traffic increase??whoahhh…this is supper black hat..

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Matthew Woodward Reply:

human engineering :P

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2.7.2014

just watched 10 minutes of that show on YouTube… are you sure this is not just a setup?

I can’t believe people can actually be THAT crazy and somehow own a fancy restaurant…

maybe it’s just a big hoax?? (to promote the show)

have you researched that?

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Matthew Woodward Reply:

If that was acting, she might be the best actress on the planet!

No one can act that crazy without actually being that crazy ^^

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