Another business has come under fire for its treatment of a breast feeding mother forced to ‘pump and dump’ behind a water tank at Middlebrook Estate during McLaren Vale’s Sea and Vines Festival, after being refused access to a private area.

The staff’s treatment of the mother, which was shared on her Facebook page, led to 11,000-plus shares and more than 60 comments in a matter of hours – with the numbers continuing to grow.

This latest case highlights the reputational damage that can be caused as a result of poor judgement first and foremost combined with social media.

It also highlights the need for businesses to have a plan of action in place for both the positive and negative aspects of social media to ensure the organisation can respond quickly and appropriately so as not to add fuel to the social media fire.

Unfortunately, Middlebrook Estate deleted the page after it became a target for those wishing to have a voice on the matter. And where there are thousands of shares, there’s the media, hot on the heels of a story that has clearly evoked a lot of emotion.

After some sound advice however, Middlebrook Estate’s Facebook page came back online, this time featuring a carefully worded statement. They acknowledged the situation and admitted they were wrong to delete the page – citing their lack of social media expertise as a reason and vowed it would be a learning experience. Indeed a lesson was well and truly learnt.

While they remain under fire, Middlebrook Estate should be commended for fronting up to the issue – albeit a little late – and monitoring and responding to comments.

The simple click of a button or comment online if it gains traction can cause a lot of damage in a short space of time – particularly when it comes to a topic that draws out so much emotion.

The attraction of social media is that it’s a two-way conversation which allows you to engage with your community, however businesses need to be prepared to hear things they don’t want to hear – and know the best way to deal with them quickly! Because everyone is watching your every move and your reputation depends on it.