… aside from not naming your business something to do with the word “Boner”.
Thanks to Twitter, the biggest social media fail of 2012 was brought to my attention today. What happened was this:
- A BBQ joint who has barely stayed afloat since opening posts a coupon online to entice people in.
- A customer chooses to use that coupon, bringing in their husband for his birthday dinner (who promptly cleaned both his plate and hers!)
- Finding the restaurant okay, but not great, the patron leaves a 25% tip for the service she received as the only customer in the restaurant.
- She then goes home to write a review on Yelp, detailing what she liked and disliked about the restaurant, the food, and the service.
- The owner proceeds to post the customer’s photo on their Facebook page, insulting her, warning other restaurants about her “not tipping” and telling that she “cleaned her plate… every last drop!” Also added in were detailed instructions on a game similar to hide and seek (but with more profanity) and likening the woman to a female dog.
Now, I’m not sure what to say in this situation. I wouldn’t even really call this the worst use of social media in 2012, I would call this “the reason they’re going out of business in the first place.”
Social media did not do this. Boners BBQ did this as a natural act, something they likely would have done through another avenue had social media not been available. This would have caused a problem for them no matter what.
Why? To quote my friends over at Unmarketing…
Social media doesn’t make a business bad or good, it amplifies what they already are.
If you’re great at customer service, social media will amplify this. If you’re innovators, social media will amplify this. And if your business name includes the word “Boner” primarily because that is the owner’s nickname… Well, social media will amplify that too.
The lesson we can all learn from Boners BBQ is this:
Whether you’re a genius or a Boner, social media will show the world.
My advice? As long as you’re not a Boner, just be yourself. Your customers will love you for it.