Before social media, how did companies make up with their customers after their company or products are seen in a negative light? Social media platforms like Facebook and Twitter allow companies to respond directly to consumers as a group or individually when something goes wrong. Disaster Control. What should be the first step that companies should take when they've made a mistake? Take responsibility, and be upfront about the issue. The short window after the incident occurred and when disparaging comments start rolling in is a crucial point in how a company chooses to handle a negative situation. Because of social media consumers now have a loud and prominent voice when it comes to telling companies and other consumers how they feel about a said company or a particular product. Consumers are always watching, always updating and always sharing on social media sites, and companies are finally catching on. Recently Urban Outfitters came out with a so-called "Vintage Kent State Sweatshirt." Retailing for a hefty price of $129.00, Urban Outfitters described the sweatshirt as "washed soft and perfectly broken in, this vintage Kent State sweatshirt is cut in a loose, slouchy fit. Excellent vintage condition. We only have one, so get it or regret it!" This sounds all well and good, except for when consumers actually got a look at the sweatshirt. Take a look below.
Now, if you aren't familiar with the actions that took place at Kent State in 1970 then here's what happened in a nutshell: the Ohio National Guard opened fire on unarmed college students and in the process shot and killed four students and injured nine others on the Kent State University's campus. consumers argue the sweatshirt that Urban Outfitters is advertising has what looks like blood stains on it, which correlates with the Kent State shootings.
Above is a tweet that was sent out showing pictures of the sweatshirt on the Urban Outfitter's website. Consumers blew up social media sites, especially Twitter to put blame on Urban Outfitters.
The "vintage" sweatshirt sold out quickly online and even popped up on Ebay with a 'Buy it now' price of $2,500. In the following days of the sweatshirt release, Urban Outfitters took to their Twitter page in order to relieve some of the damage they had created among consumers. Below is an apology that Urban Outfitters released on their official twitter page promptly after receiving backlash on the sweatshirt.
While this type of situation is tough to deal with for any company it raises several questions dealing with the company. How could an employee of Urban Outfitters not make the connection between Kent State and little red drops on a sweatshirt before putting it live for customers to see? It almost seems like Urban Outfitters pulled this stunt on purpose, though I'm not sure of their motivations if that is the case. In any case, Urban Outfitters played their cards correctly by issuing an apology for the world to see. The most pressing takeaway from Urban Outfitters hiccup is that social media sites are where consumers are. It's where they complain, give praise, and in most cases it's where they look first for any new source of information they might be looking for. Social media platforms cut out the middleman (news reporter, etc.). It allows the consumer and the company to talk directly with one another, which has shown to be really powerful for consumers and companies alike. Companies and major brands have caught on to all of this and realize (most of them) that it is imperative to communicate and keep up with their customers through means of social media.
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