BOSTON (CBS) — Claude Julien didn’t last long on the open market. Just seven days after the Boston Bruins gave their now-former head coach the ax, the first-place Montreal Canadiens shocked the hockey world when they swooped in and replaced Michel Therrien with Julien.

Just one week after Julien was at the podium wearing a “Do Your Job” shirt to support the New England Patriots in the Super Bowl, he is now coaching Boston’s chief rival. The immediate social media reactions were swift and strong.

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Some likened the move to a professional wrestler suddenly turning on the good guys and becoming a villain, or “heel.”

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On Wednesday, 98.5 The Sports Hub’s Toucher & Rich started up the #JulienSmearCampaign hashtag on Twitter. The hashtag parodies the way that Boston’s local sports media has shown a tendency in the past to rip former players and coaches after they are fired or shipped out of town in any way, often for people who didn’t really deserve it.

A guy like Julien, who was often gracious with the media and didn’t have any kind of baggage, would be a prime target for a made-up smear campaign. Here’s a sampling of what came out on Twitter:

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Sounds about right.