Key Takeaways
- Montmorency Bakehouse, a traditional Australian bakery with a Vietnamese twist, gained a massive following on TikTok after Lawrence Du, the son of the owners, started creating social media content for the bakery.
- The bakery’s social media presence initially brought in a lot of positive attention and increased business, but it soon attracted racist comments, sexual harassment, and other forms of negativity.
- The owners and staff of the bakery took a stand against the online harassment, with Lawrence and his father Shaun working to block and delete comments, and eventually posting a video directly addressing the issue.
- The video, which asked viewers to stop making "thirsty comments," went viral and attracted a lot of support from audiences, with 12.1m views on TikTok.
- Social media strategist Meg Coffey notes that businesses often realize too late the potential risks and challenges of social media fame, and that it’s essential to provide a safe space for staff, especially minors, and to have clear guardrails in place.
Introduction to Montmorency Bakehouse
Montmorency Bakehouse, a bakery located on the fringe of Melbourne’s east, was founded by Shaun Du and Cindy Vuong in 2003. The bakery offers a unique blend of traditional Australian and Vietnamese cuisine, including pillowy lamingtons, vanilla slices, and banh mi. Lawrence Du, the son of the owners, had always believed that the bakery had the potential to gain a massive following on social media. With his own social media marketing company, Lawrence decided to create content for the bakery, showcasing the hard work and love that his parents put into their business.
The Rise of Montmorency Bakehouse on Social Media
The first TikTok video posted by Lawrence last year was an instant success, with over 100,000 views on the platform and another 50,000 views on Instagram. The video’s success can be attributed to Lawrence’s strategy of showcasing his parents’ unpolished charm and the bakery’s unique offerings. The staff of the bakery, mostly high school and university students, also got involved in creating content, hosting and appearing in videos. Lawrence notes that the staff were always enthusiastic and friendly, making them a joy to work with.
The Darker Side of Social Media Fame
As the bakery’s social media presence grew, so did the negativity. The owners and staff started receiving racist comments, sexual harassment, and other forms of online abuse. Lawrence initially tried to deflect the negativity by responding to comments in a friendly way, but as things escalated, he began blocking users and deleting comments. The staff, especially the younger ones, were affected by the online harassment, with some feeling uncomfortable and unsafe. Shaun and Lawrence worked to support the staff, asking them if they wanted to take down any videos or comments, and making sure they were comfortable with the situation.
Addressing Online Harassment
In a video posted last month, Shaun directly addressed the issue of online harassment, asking viewers to "please stop with the thirsty comments." The video, which has gained 12.1m views on TikTok, attracted a lot of support from audiences. Social media strategist Meg Coffey notes that businesses often realize too late the potential risks and challenges of social media fame. Coffey emphasizes the importance of providing a safe space for staff, especially minors, and having clear guardrails in place. This includes obtaining consent from staff before featuring them in social media content and rewarding them for their efforts.
The Impact of Online Harassment on Businesses
The experience of Montmorency Bakehouse highlights the potential risks and challenges of social media fame. While social media can bring in a lot of positive attention and increase business, it can also attract online harassment and negativity. Businesses need to be aware of these potential risks and take steps to mitigate them, such as having a clear social media strategy, providing support for staff, and having clear guardrails in place. By taking these steps, businesses can help ensure that their social media presence is a positive and safe experience for everyone involved.
Conclusion
The story of Montmorency Bakehouse serves as a reminder of the potential power and risks of social media. While social media can bring in a lot of positive attention and increase business, it can also attract online harassment and negativity. By being aware of these potential risks and taking steps to mitigate them, businesses can help ensure that their social media presence is a positive and safe experience for everyone involved. As social media continues to play a larger role in our lives, it’s essential for businesses to prioritize the safety and well-being of their staff and to take a proactive approach to addressing online harassment.
