UK Twitter users today shared their scorn for skinny-jean-pushing Topman's current T-shirt designs that were quoted as being "offensive to women" and "condoning aggressive behavior".
One top, with a slogan than reads 'Nice New Girlfriend - what breed is she?' and another with a list of blasé excuses to be violent, were removed from online and Topman stores after thousands of easily offended internet users showed their briefly worded anger en masse.
It's a demonstration not just of Twitter's ability to cause a frenzy among bored office workers, but more so of a brand's taking note of a growing public opinion on a social media site. Topman's swift response is proof that via social media is the best place to voice your complaints to brands... as a public opinion is far more damaging than a private one.
It's now evident that a brand's use of social media is most valuable when targeted at existing customers - complimenting offline marketing - as entertaining current fans, and having them shout to their friends, will more likely create new business.
This in mind, they're very conscious of the snowball effect that social networking has online, both in good and bad instances. Topman's nipping in the bud of their T-shirt slogans today is an example of the high street taking negative Twitter reactions very seriously indeed.
A few days ago a colleague of mine used Groupon to purchase a tasting menu at a swanky London eatery. After the company wrongly took two withdrawals from his account for the purchase, his attempts to resolve the matter via email and phone were met with automated responses and little much else
However, one strongly worded post to Groupon's Facebook wall and an actual person got in touch to resolve the matter. Sorted within 50 minutes.
So, if you find yourself miffed with somebody, something, or some place, get angry on Facebook and Twitter, as you might just find that's the last place companies want you venting your frustrations.
Follow Alex Thomson on Twitter: www.twitter.com/alexleethomson