#TwitterBeLike: fans vs. non-fans

Well, well ... it's all happening on Twitter. Again.  

By now, most of you will probably have discovered the #UrbanOutfittersBeLike hashtag. It all started last week, when a disgruntled online shopper tweeted an image of a hair product from the brand's website, slating its 'hipster name' and its price. And then it began. Anti-Urban Outfitters jumped at the chance to ridicule the brand. 

Twitter fans vs. non-fans

One thing here is obvious: the people doing the trolling definitely aren't the brand's target audience. Fans are still checking in at stores worldwide, sharing purchases and proudly professing their love for all sorts of products. Why? Well, there are some people who love Urban Outfitters, and some people who don't. And that's okay. That's normal. 

The situation highlights some key takeaways for retail and lifestyle brands: 

• Knowing your audience and targeting them effectively is more important than trying to make everyone love you. 
• Social listening is important, but knowing when to react and when not to is key. Keep your eye on the bigger picture.
• Building, nurturing and listening to / caring for your online and offline communities pays off. Making this a priority is a must!  

As with many brands who have experienced similar social media nightmares, fans are usually more inclined to stick up for you than stick it to you. Thankfully.  

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