This is a case of "be careful what you wish for because you just might get it.
You see, Indiana-based grocer Marsh Supermarkets wanted to reward its Facebook Fans with a coupon, which is a good idea since it works for other businesses with the power of social networking.
However, when this "good idea" turned into a "good-thing-gone-bad" idea, things got ugly in a hurry: the coupon deal was halted; customers and Fans showed up with pitchforks and torches (almost) and Marsh had to write an apology.
Here's the skinny:
Marsh offered a $10 coupon on its Facebook page to its 3,100 fans.
So far, so good.
However, since there were no restrictions to the coupon, some knuckleheads took advantage of the system and started printing coupon after coupon and after coupon and, probably giving it to their family members and friends, etc.
Now, seriously, did someone really think they were going to show up at the grocery store with a dozen $10 coupons and expect to walk out with $120 worth of groceries?
Marsh failed. Customers tried to beat the system. Everyone went home mad.
"We at Marsh recently stuck our toe in the water to try this whole social media thing. Unfortunately, we ended up stubbing it. Our recent $10 coupon offer on Facebook has instead left us red in the face and many of our loyal customers angry. Rightfully so. For that we are truly sorry. Needless to say, we're learning. Imperative to say, we're sorry," - The Marsh Facebook Team.
As of this post, there are 57 "Likes" on the Marsh Facebook page and 89 comments: http://www.facebook.com/home.php#/marshsupermarket
In all, it's probably a good lesson for future Facebook amateurs and for those who want to offer a nice gesture to their Facebook fans.