Crumb Bakery used an offensive tagline "So good it makes fat people cry" which upset a local customer. When the customer complained, Crumb responded rudely that they "offend everybody equally." The customer created an online group to share her experience, and the story spread on social media. Crumb responded poorly on Twitter and their blog to the growing criticism. As a result, the bakery faced significant damage to its reputation and social media presence. The case serves as a lesson to businesses about the importance of respecting customers, handling feedback appropriately, and maintaining a positive online reputation through social media.

1. Social Media Reputation Management Crumb Bakery: A Cautionary Tale

2. Once upon a time…(June 2010)in a land far away…(right down the street)there was a little bakery.

3. The bakery was called Crumb.

4. At first, Crumb enjoyed some good press for their expensive treats.

5. But then, something happened. Crumb decided to use a tagline they thought it was “edgy”. “So good it makes fat people cry”

6. And then… A local customer complained about the tagline to Crumb, explaining how it made her feel. Their response? “We offend everybody equally.”

7. The customer created a Facebook group to reach out and tell others about her experience. June 1 A friend posted the story on LiveJournal.

8. And the bakery responded rudely on their Twitter accounts. June 1

9. From there, the story took on a life of its own. June 2-4

10. The bakery eventually apologized (sort of) on its blog. But the damage had already been done.

11. It remains to be seen whether Crumb will live happily ever after, or go the way of Bambi’s Mom.Given that the proprietor’s personal tweets have been locked down, and comments are no longer being accepted at the Crumb blog, it seems clear that they aren’t too happy right now.

13. How you treat your customers matters. Period.

14. In the internet era, your customers have a voice that carries. Treat them with respect.

15. The people who make up your business represent your brand on and offline, and have a direct effect on the brand itself. Transparency is key.

16. View feedback – positive OR negative – as an opportunity, not a threat.

17. Take responsibility for your mistakes. You don’t have to be perfect, but if you blow it, admit it and apologize sincerely. An apology that includes an excuse is not an apology.Reputation management is vital to your business. Don’t let this happen to you!

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