US food manufacture Smucker's is best known for its fruit spreads, ice-cream toppings and natural peanut butter.
Now we can add social media fail to the list.
Smucker's recently got into a jam after Facebook users started questioning the brand over its stance on GMO (Genetically Modified Organism) labelling.
A report from the Cornucopia Institute alleges that Smucker's was a major financial contributor to interests opposing legislation in the states of Oregon and Colorado – legislation that would compel food manufacturers to label foods containing ingredients that were genetically engineered.
Word got out and soon the Smucker's Facebook Page was deluged with negative comments.
Duck and run
Instead of dealing with the issue head on, Smucker's began deleting negative posts. The company even posted a comment explaining the deleted posts fell under its definition of spam.
This only in served to further anger some users, who called for a boycott of the brand.
The lesson for the rest of us?
It's a fine line between negative comments and spam. When in doubt, err on the side of caution and face the music.
It'll be better in the long run.