Today’s guest post comes from Amber Karnes, who did a great job of analyzing the rise and fall of Urban Outfitters most recent product thievery and how social media played a role in the fall.
One of the messages small businesses should get from this is buried deep within this quote from Amber:
When I worked as the webmaster (and often-shouted-down social media champion) at Fortune 500 railroad Norfolk Southern, I had a hard time explaining this concept. Their PR heads would say, â??Why should a big corporation worry about cultivating a relationship with some railfan who only has 600 followers? Shouldnâ??t we go after the big ones? These little nobodies canâ??t do us any damage.â? Well, today proved the opposite.
Take care of your fans and they will take care of you.
Need evidence? There is now a 3 or 4 week backlog at the Etsy store of the business that UO ripped off.
PS: Thanks for the heads up, AG.
Follow up: “Nobodies as Influencers”