Behold the Twitter mob.
Even if you're not a fan of the Great British Bake Off (#GBBO) you will have surely heard by now of the alleged sabotage that took place in last night's episode during pudding week. We almost feel sorry for Diana who, at 69, may be oblivious to the Twitter storm she has cooked up.
To set the scene... The contestants were tasked with making a Baked Alaska - a sponge base topped with ice cream and covered with meringue. Once they had topped their base with home-made ice cream the pudding needed to be put in the freezer to set before the next stage. At this point viewers are shown Diana removing Iain's bake from the freezer and leaving it on the side; when Iain returns his ice cream is completely melted at which point he promptly throws it in the bin and leaves the tent. The show ends with Iain being voted off having not said a word about Diana's presumed actions. We know, scandalous.
Naturally, people jumped on Twitter to share their outrage. This episode highlights just how a spontaneous Twitter campaign can spread, and how a simple hashtag can quickly become a trend or go viral. We've seen #bingate #justiceforiain #bincident and #bringbackiain. People are quick to tweet about an injustice.
Social Media is always moving and if you want your brand to make a dent in the Twitter scene you'll need to ensure that you are always moving with it. This means looking out for trends, using popular hashtags (where appropriate) and getting involved in campaigns. It's not enough to just promote your services; Twitter is a big conversation and you need to join in.
Will you rise to the challenge? Or are your plans half-baked? For now, we'll leave you with Diana.
Diana will no longer be appearing in further episode as she has been taken ill. Speaking on BBC Radio Shropshire, Diana said about Wednesday's episode,
"I'm disappointed with the way it's been portrayed, I've been stitched up, haven't I? We were 12 amateur bakers, [there's] no prize money involved. Why would I sabotage Iain's Baked Alaska? This has made it look like some cutthroat competition, I think someone's culpable for the editing, really."
The BBC have released a statement from Iain, saying: "'I have seen all the controversy and I don't hold Diana responsible in any way. There are no grudges, we are still friends and keep in contact regularly."