Dillinger's Celtic Pub & Eatery a mainstay in the downtown Binghamton bar scene is in the midst of, what many will claim, a self inflicted social media nightmare. On the night of August 25, 2013 a Binghamton resident was denied entry to the establishment for reasons unknown. However, what transpired after the initial denial of entry was captured on video via cellphone. This video recently surfaced on YouTube creating a firestorm of reaction among local social media users.
Not soon after the negative comments began appearing on their Facebook page, the owners posted the following statement:
"The entire staff at Dillingers Celtic Pub & Eatery would like to take the opportunity to address some disparaging commentary that has been posted on numerous social media sites. As all the patrons who have frequented Dillingers over the last 10 years can attest we have strived to continue to bring the safest most enjoyable atmosphere to our customers regardless of ethnicity. Given the sometimes violent nature of people in our society, we cannot be careful enough with regard to our admissions policies. Therefore, regardless of the few negative commentaries that exist, we will continue to be vigilant in moving forward. We appreciate the outpouring support that we have received, as well as the people that constantly commend our entire establishment. It is abundantly clear that the majority of people in our community agree with our policies. We look forward to seeing all of you in the future and we will continue to do our best to make your experience as enjoyable as possible.
Almost immediately after the above was posted, their Facebook page was taken down. As of this writing, their only online link is their website which has not been updated to reflect the events of the past several days.
This incident is a lesson in how not to manage social media marketing. Dillinger's broke many social media marketing rules including, but not limited to:
- Never delete concerns of patrons from a business page. They should be addressed; not removed.
- Any and all offensive images should have been removed from their website. Ideally, they should not have been published on the website in the first place.
This has now become a public relations nightmare for the business in question. It is also a prime example of how social media fallout should NOT be managed.