Facebook Case Study: How Not to Manage Your Social Media – Amy’s Baking Company

facebook case study social media gone wrongThose who frequent our blog platforms know we do our best to only share positive, helpful information.  However, once in awhile a case study pops up out of no where that we can't help but share. We can all learn from these situations.

I am not going to do some big ol' synopsis of the drama that is behind and in front of this scenario. I don't want to be involved, don't want the drama in my day, life or business.  I will keep it simple and simply share with you the screen capture of their Facebook page. The page and their comments speak for themselves.

I don't know the history. I don't want to know it. There are probably reasons they are so upset. However, there should never be a reason any brand behaves in such a way on the social networks. If you feel the need to tell your community off, take a breath, take a walk, turn off your computer. Don't blast it on your page.

The bottom of this post shares a few of the most recent blog posts we have written, one of which includes how to delight your audience using social media. This bakery is certainly not delighting their fans. Sad, truly sad.

Tonight on our Twitter chat, #GetRealChat we will be talking about how to delight your social media community and audiences. Join us at 9pm et on Twitter if interested. It was already scheduled and conveniently aligns well with this unfortunate case study of what not to do.

I did not link the below image to their Facebook page or website. I do not want to support such behavior. I am certain you can find it via a simple Google, Bing, Twitter or Facebook search if you are stuck on seeing it for yourself. In less than one hour I have seen their Facebook likes increase by 3,000!

Scenario: Amy's Baking Company was on the Kitchen Nightmares show. The show highlights their poor food and terrible customer service, yelling at customers and more. The retaliation on the page has to do with the bad reviews on social media sites and other happenings on the show of which I do not want to get into here on this page.

Update 5/15/13: 

The owners of the restaurants posted on Facebook they were hacked and comments on Facebook were not theirs. Though it may be true, my bets are that it is not. Their words are exactly how they treat their paying customers as shown in the videos.

Video segments for Kitchen Nightmare Reality Shows:

Segment 1: http://www.youtube.com/watch?v=G6LY7TJ16pg

Segment 2:  http://www.youtube.com/watch?v=XQDtoHpAWhg

Amy's Baking Company Stating they were hacked on 5/15/13. 

Amys Baking Company Claim they Were Hacked


Amy's Baking Company Original Facebook posts blasting their community. 

Facebook Case Study Amys Baking Company


Related Resources and Tips To Avoid Such Scenario



About the Author:

CEO / Founder Marketing Nutz, full service social media, digital marketing, experiential brand, conversion optimization agency. Ranked by Forbes as Top 10 Social Media Women and 10 Social Media Power Influencer. Keynote speaker, author, strategist, consultant, coach, & trainer. Helps businesses of all sizes integrate social media into the DNA of their business, connect with target audiences to nurture authentic customer relationships. 15+ years experience working with Fortune 500, Franchised corporations with 4000+ local franchises to entrepreneurs and startups.


  1. Wendy McClelland May 14, 2013 at 4:40 pm

    Good example of two people who have no idea how social media works or what constitutes good customer service (on or offline). They were the only people on Ramsay’s show who didn’t complete the makeover. They couldn’t take any suggestions/criticism and were terrible bosses (fired a girl during filming/taking all server tips “they don’t deserve them” and have gone through hundreds of staff). I honestly think the woman needs mental health help – she is living in a world of fear and thinks the world is against her. Sad story all around – but a great example of what not to do online.

    • PamMktgNut May 16, 2013 at 9:34 pm

      I agree @Wendy Mcclelland. I feel sorry for Amy somewhat. How sad it must be to live in such a way.

  2. Marlène Pauly May 14, 2013 at 4:52 pm

    I think if they manage their food, this FB action is a great hit! 🙂 Nothing to suggest to a client but look at their page results!!! Every one is talking about it. So there is no bad publicity?

    • PamMktgNut May 16, 2013 at 9:34 pm

      Only time will tell @twitter-133220734:disqus. I think there is opportunity for them to “possibly” turn it around. They would need to come clean though on the truth if their account was hacked or not. Then they would have to apologize sincerely. I honestly don’t see that happening with authenticity.

  3. Debra Yearwood May 14, 2013 at 5:54 pm

    I wanted to laugh, but I was also horrified. It was worst than an accident. It was like watching a really bad reality show happen in real life.

    • PamMktgNut May 16, 2013 at 9:32 pm

      @google-450173fa65672ef7d26b6d202a6af694:disqus it has definitely been a comedic adventure to watch. Some of the comments on Facebook made me seriously do the belly laugh. Avoid drinking any dark beverages while wearing a white top if at all possible when reading the Facebook comments. 😉

  4. Amy E Patton May 14, 2013 at 9:56 pm

    Wow. Yes, this is NOT good branding. And throwing God in the mix. Wow. Although I shouldn’t be surprised. I de-friended a lady on Facebook that I am going on a mission trip with in 10 days. We have yet to meet in real life, but her FB posts so upset me each and every day because they were full of hate and venom. She closed every post with a shout out saying how she wanted to inspire people to love God. Truly NOT inspiring. We all make mistakes, have to retract things we say in person and on-line, but this is excessive. It is a good reminder to stop and evaluate everything you say before you put it out there. A reputation takes years to build and one Facebook snapshot to destroy. Thanks. Amy

    • PamMktgNut May 16, 2013 at 9:32 pm

      So true how quickly a reputation can be destroyed @facebook-543557250:disqus.

      I too have been cleaning up my Facebook news feed and unfriending some of the folks who speak such negativity into the lives of others. Some of them need the inspiration of others but you have to want to help yourself to be open to letting your friends and colleagues help you.

  5. Gary Hyman May 14, 2013 at 11:15 pm

    My first reaction was WOW! My 2nd – let me check this out myself. I definitely do not support this type of behavior on social media & IRL. It’s shameful & karma would take care of the situation.

    I too don’t want to get involved in the saga, history & everything that goes along with this. I don’t even know who they are or the TV show thing about them. However, we may not have the full story & there may be a different perspective too. Just saying…

    When I visited their page (a few moments ago), I saw the following post at the top of their heap:

    “Obviously our Facebook, YELP, Twitter and Website have been hacked. We are working with the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not post those horrible things. Thank You Amy &Samy”.

    • PamMktgNut May 16, 2013 at 9:30 pm

      HI @twitter-224701457:disqus! Will definitely be interesting to see how it all turns out!

  6. Saul Fleischman May 14, 2013 at 11:25 pm

    Okay, I saw the post title, had to see what you deemed a “meltdown,” Pam. Yup, meltdown, all right. The many jumps from talk of God to profanity, I feel for the lady. She is in turmoil.
    Agreed, when the fit hits the shan, step away, take that walk, and then, a calm damage control tactic would be best all around.

  7. Linda Sherman May 15, 2013 at 11:07 am

    I believe they WERE hacked. In following up on the Nox Solutions tech fiasco (Jon Stewart vs Bill O’Reilly pay to watch debate live-streaming failure) followed by Social Media failure to interact with angry customers, I first got sucked in by a spoof Twitter account that got set up. http://kauaimarketing.com/social-marketing-tips/rumble2012-nox-solutions-tech-social-media-fail-case-study/

    • PamMktgNut May 16, 2013 at 9:29 pm

      @Linda Sherman – will be interesting to see how it all turns out. The IP addys are all easily tracked. Won’t be hard for Facebook (or the FBI as they say they have involved – ha) to determine if it was hacked or not.

  8. sobecreation May 15, 2013 at 12:52 pm

    The fact that so many of those posts were within about 4 hours of each other does seem to indicate that they might’ve been hacked. I didn’t see the show, and I certainly don’t know them personally, so I have no idea whether or not those kinds of remarks are consistent with their personalities, but looking at it objectively, there are some good indications that they didn’t create those posts.

    • PamMktgNut May 16, 2013 at 9:28 pm

      @sobecreation:disqus I did finally watch the show (both episodes). The posts are definitely in line with their behavior (and language) on the show. The truth will I am sure eventually come out.

  9. Rana Barker May 16, 2013 at 6:31 pm

    An update on Amy’s Baking Company Social Media Meltdown, take a look at this:


    Are you thinking what I am thinking: ‘STUNT’ oopps I mean ‘stunt’? and just to add insult to injury check this out, yep they will be getting their very own TV show “Producers of the show want to make it as entertaining as possible, so have secured a range of high profile insane guests to feature on the show” check out the article to see how insane it actually gets, Klu Klux Klan, a group of Neo Nazis, Jim Corr and some leading members from the Church of Scientology, seriously check the article out:


    So lets try and get our heads round this then. Does this mean Amy’s Baking company has re-written the rules of social media?

    • PamMktgNut May 16, 2013 at 9:27 pm

      @twitter-452586731:disqus I think you need to check your sources. The Potato is having fun with the story 🙂

    • Amy Fowler May 22, 2013 at 12:07 pm

      Don’t think that’s a legitimate source….

      And if it is a stunt; it’s a terrible one. I know I wouldn’t visit any business after something like that. Especially a food one – anyone with an attitude like that will probably do unspeakable things to your food if you even slightly upset them.

      However this couple seem to be so mental, they could actually have done this as a stunt, not realising what as terrible mistake that would be.

  10. Rm Sorg May 23, 2013 at 11:20 am

    What a disaster!! Utterly speechless!! Not only do they look bad, but stop bringing God into your shameful behaviour!!

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