Inner Beauty….Yeah right!!!

Who said inner beauty counts? There is not such a thing according to American based social networking beautifulpeople.com.   They recently dropped 5,000 members from their site, deeming them as “having let themselves go” over the festive period.   The site prides itself on being exclusively for the beautiful community and founder Robert Hintze stated “letting fatties roam the site is a direct threat to our business model and the very concept for which BeautifulPeople.com was founded”

In the competitive world of online, this was a genius move from Hintz, his controversial comments and statements, succeeded in making beautifulpeople.com the 5th most visited website within social networking and increased its traffic 50 fold in the first week in January, see chart below.

This is a classic example of how controversial PR can benefit your company or organisation. Controversial issues will always create an online stir and the viral effect can be phenomenal, as was the case with beautifulpeople.com.

Julie Ferguson, Organic Search

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