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How to Go Viral Step One: Outrage (Elle Darby vs. Paul Stenson)

Yesterday, a hotel / restaurant (Charleville Lodge Dublin / The White Moose Café) posted on social media that it has banned all social media influencers. You can read about it more here. At first glance, it appears that influencer, Elle Darby, might need to work a little bit on her proposal. It comes across so very obviously that she’s doing this for personal gain when she says, “My partner and I are planning to come to Dublin for an early Valentine’s Day weekend.” Wouldn’t it be more professional to leave that part out and explain the features and benefits of working with an influencer such as herself?

And as for the owner, Paul Stenson’s remarks, could they have been more kind or more short? Yes. But that’s not what creates viral content, or at least not what’s created it for him in the past.

After doing some digging, TMB Digital Marketing discovered this isn’t Stenson’s first time going viral for banning groups of people. In fact, he’s banned vegans, demands folks with celiacs disease to carry a doctor’s note, and is even charging a “corking fee” for breastfeeding mothers. Outrage!

Is it possible that Darby knew of the possible “consequences” aka the possibility of viral outrage when she reached out to Stenson for a complimentary stay? We can’t say for sure, but we think we know the answer.

January 19, 2018


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