While Facebook facilitates plenty of interaction between big companies and their customers, its interface doesn't scale incredibly well once company-page comments creep into the hundreds (or more) per day. In particular, "comments by users" on a company page are relegated to a sidebar that is pretty hard to parse. On Sunday, one intrepid Facebook user took advantage of that to sneak onto a company page and mess with commenters before the company could get wise to it—and lucky for us, he screencapped the whole thing.

This week's case came from American retailer Target, whose Facebook feed began to blow up with unhappy comments over the weekend after the company announced plans to remove gender-specific signs in departments such as Toys and Entertainment. The retailer didn't get around to individually responding to commenters, but that didn't stop a user from creating a new account on Sunday, giving it a Target-styled bullseye icon and pretending to be an official company spokesperson.

That user, Scottsdale, Arizona, resident Mike Melgaard, went on to respond to at least 52 negative comments left on Target's official Facebook page with an account named "Ask ForHelp," but rarely were his responses helpful. Melgaard heaped on sarcastic smiley faces, grammatical criticisms, and jokes about doing away with all gender-specific labels at the store (including bathrooms and changing rooms). It's hard to pick a favorite among the jokes—we've posted a few of its safe-for-work screencaps above—but our favorite might be when he got into a multiple-comment conversation with one complainer, which he ended with a phony exclamation that it was his "first day, and this is just really frustrating dealing with all of this!"

Melgaard told Facebook readers that his trolling began Sunday evening and continued Monday morning before his phony account was reported and closed. During that spree, most of the trolling victims replied to Melgaard's phony account as if it were real, rather than checking for a verified blue checkmark or other proof of its legitimacy.

Target's Facebook page did not include public acknowledgement of the trolling, though the company did respond to an Adweek report by encouraging unhappy customers to call Target's 800 number instead of relying on social media. Melgaard responded to the Adweek report, as well, saying that he was mostly in it for the lulz, as opposed to taking a political stand. Additionally, Melgaard later took to Facebook to offer his new gamut of readers a mathematical formula—F(t) = .5888t + C—to estimate how many shares his Facebook photo album had received.