This is a very sneaky internet marketing trick that some will employ to stir the pot, generate some hype and hopefully push a fraction of the crowd into doing something actionable.  It is fairly risky in the sense that you are dangling a client’s reputation on a thin thread for, in most cases, a marginal response.

The Linkbait and Switch-Hero Technique Checklist

1. Start a fight with a competitor in your client’s niche via Social Media using an account that does not directly communicate your relationship with that client publicly.

2. Publicize that encounter as a case study for other’s to take note. (blog post + tweets linking to post)

How NOT to Use Social Media for Your Pizza Business

3. Enter the conversation as “the hero” using your client’s social media account, pretending to be disgusted by the competitors negative reaction.

4. Update the initial blog post pronouncing your client as the hero including something actionable. (eg. Special Offer )

5. Monitor the comments closely. Do not approve any comments suggesting the truth.

Well played, Mr. Hanke.  Well played.