Fool me once, shame on you. Fool me twice, EFF AMC ARE YOU SERIOUS. Being able to react with and respond to your fans is important as a brand, but sometimes it comes at a price. While The Walking Dead does a great job of live-tweeting their show, it seems they have forgotten that not everyone is watching live (especially west coast fans).

The team running The Walking Dead’s social media unleashed a horde of walking spoilers upon its unsuspecting fans when they posted a MAJOR spoiler immediately following the east coast showing of its mid-season finale (post not included here to save the rest of you).

The first time the post was sent was at 9:59pm EST but was deleted quickly enough – but not before damage was done, of course. But then they posted it again and, this time, there was a wee bit of…what’s the word…outrage. Fans on the west coast or not at a television were heartbroken to learn of the death of a major character before getting a chance to watch the finale themselves.

While AMC has since apologized, the effects are long-lasting. With memes popping up all over AMC and The Walking Dead’s official social accounts from disgruntled fans, the spoilers are hard to miss. In fact, in a MM email thread, one of our very own fell victim:

Here are some of our favorite memes in response to this weekend’s big spoiler:

*POSSIBLE (minor) SPOILERS AHEAD*

Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.