They say that you can’t control social media. They say that the message is in the hands of your customers. But is it really? What happens when that customer is on your side. And which side, exactly, is that?

During the US summer, Target received a range of online complaints about gender focused signage. In response, the company decided to take on the feedback and transform the shopping experience, making it more gender neutral.

In making this kind of change, Target no doubt, expected some response on social media. But it seems they didn’t expect a customer advocate to step in and take control of the conversation. But that’s exactly what one brand fan did.

Over a period of about 16 hours, a fake account setup with the Target logo and the name “Ask ForHelp” trolled the commenters on the official Target Facebook page. Provocatively arguing with other customers, the account was eventually suspended.

This kind of activity has occurred in the past. Two comedians from Atlanta, Ben Palmer and Nick Price setup an account with the name “Customer Service” and spent time randomly arguing with customers on various brand pages. And while all this makes for light entertainment, no doubt, there are social media managers working furiuosly behind the scenes to clean up the fallout.

While the Target page has been cleaned up, there are plenty of screen captures circulating. Here are a few samples. But the question is – how would you respond? What would you say to your CEO. And where do you go from here?

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