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it will be interesting to see what they do. So many businesses are unprepared to deal with issues they create. I'm feeling like a broken record for saying this. It starts with 1) hiring the right people - go for experience, going cheap may turn out to be costly; 2) working with the right agencies - go for those who have an understanding of business, not just the tactical shops, or you end up with no strategy to hang your hat on.

Poor execution on the two points above is the reason why so many experienced professionals are running their own business these days.

Brands are tracking their mentions, not yet demonstrating they are listening. This was no exception. How long does it take to track a buyer down and ask them? Wasn't there a process documented anywhere about the necklace line in the first place, was there?

There is a feel good component to the community calling these kinds of things out. However, without an agreement from the company that it is changing its business practices, it becomes an instance of being caught.

UO is one of the few brands close to home. I met Glen Senk a few years ago and liked what he had to say. It's hard to believe the company would have changed so much since then.

After I referred a (marketing) Twittermate to this PRSA member's article in Business Week:

http://www.businessweek.com/bschools/content/apr2011/bs20110427_477428.htm

that individual referred to reputation management as "an [effective] TACTIC of MARKETING." Sheesh.

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