What is it about a post that makes people want to share?
That’s a question I thought a lot about last week as I watched two yarn shops go viral.
On Tuesday, January 24, four days after the Women’s March, Elizabeth Poe, owner of The Joy of Knitting in Franklin, Tennessee, posted the following message on her shop’s Facebook page:
With the recent women’s march on Washington, I ask that you if you want yarn for any project for the women’s movement that you please shop for yarn elsewhere. The vulgarity, vile and evilness of this movement is absolutely despicable. That kind of behavior is unacceptable and is not welcomed at The Joy of Knitting. I will never need that kind of business to remain open. Two wrongs will never ever make it right.
As the owner of this business and a Christian, I have a duty to my customers and my community to promote values of mutual respect, love, compassion, understanding, and integrity. The women’s movement is counterproductive to unity of family, friends, community, and nation.
I do pray for these women. May the God work out His love in their hearts and continue to heal and unite Americans.
Elizabeth
Poe was reacting to a customer who had come into the store seeking pink yarn to make a pussy hat, a symbol of the March. Although it seems she was hoping to just discourage local customers with similar intentions, within a few hours the post had gone viral. The shop’s page was deluged with comments, some supportive but many highly critical, and mostly not local.
Poe wrote a response soon after saying, “Please, this is not going to be used as a platform to hash out your beliefs v. my beliefs. I said my peace. I am sorry that you don’t agree with my policy. I am certainly willing to live with my decision.”
Despite her insistence that the page not be used as a place to critique her policy, what happened next could only be described as that and much, much more. The Joy of Knitting made local, national, then international news.
Why?
What compelled 20,000 people to comment on this post, and 7,800 to hit the “share” button? Why did thousands of people, the vast majority of which have never been customers of The Joy of Knitting, write negative reviews of the shop on its Facebook page (although those look to have been removed) and leave hundreds of 1-star reviews on Yelp? What made the news media want to tell this story?
I think a key motivator for sharing posts online is a desire to experience something together with our friends. Posts that evoke strong emotion, whether it’s outrage, amazement, or sympathy, create that shared experience most effectively. In this case, Poe comes off as a bully, calling her potential customers’ behavior vulgar, vile, and evil. She invokes god as being on her side. She critiques an entire movement. Many people easily find these statements infuriating and immediately want their friends to share in their outrage.
Virality is also related to timeliness. People are primed to want to talk about the political situation in our country right now. Poe’s post was perfectly timed to spur heated discussion. A yarn shop owner who is turning away customers based on their political beliefs is ripe for sharing at this moment.
It’s safe to say that at the start of last week The Joy of Knitting was the most talked about yarn shop in the country.
Nicole Morgenthau, owner of Finch Sewing + Knitting Studio.
That is until two days later, on January 26, when another knitting shop experienced a similar level of virality over the same issue, albeit by taking an opposite stance. Just 550 miles away in Leesburg, Virginia, owner of Finch Sewing + Knitting Studio, Nicole Morganthau, turned to her shop’s Facebook page to post a disturbing email she’d received:
Morganthau published the following response:
Hello Michelle,
We are not and never have been hostile toward any human being who wishes to step foot in the front door of Finch. As a matter of fact, the very groundwork of Finch has always been to be a place of inclusiveness. We acknowledge and embrace that we have customers who come from a wide variety of political, racial, and religious backgrounds. Just as this diversity of beliefs occurs in many of our own families, the Finch family is a safe haven, a neutral space where any and all beliefs are sacred and anybody should feel welcome. All belong here.My favorite thing about Finch is that when I walk through the doors and see your pretty faces, we meet on common ground. We rise above all the anxiety of the day to focus on something that connects us rather than what divides us. Just remember, you belong here.
All my love, Nicole
Within just a few hours the post got hundreds of comments and shares. Reviews came flooding in the so did reporters. The local news did an article as did Forbes.
Where Poe was the bully, Morganthau was the victim of an injustice. Her store was targeted and she was asked to defend herself. Morganthau stood up to the bully by publicly stating that she welcomes anyone and everyone to shop at Finch. People shared her post because they wanted their friends to know what was happening to her. And people offered protection from the bully by publicly posting five star reviews.
It’s important to point out that neither of these incidences represent something that’s actually new. All over America, and throughout our history, there have been shops that have refused to sell to certain types of customers whether based on skin color, language, religion, sexual orientation, or some other aspect of a customer’s identity. And there have been countless incidents of shop owners being threatened by people in their community for serving particular customers or voicing a controversial stance on an issue.
What’s new here is that these incidences now unfold not just at town hall or in the newspaper, but before a global audience online. Everyone from the private citizen to the national newspapers has access to the same publishing platforms – Facebook in both of these instances – and everyone can react directly and immediately. Where once we might have called a friend and told them not to shop at a certain store, now we leave a public comment or publish a public review for all to see. Like wearing an “I Voted” sticker, and then taking a picture of it to post online, our private acts are now not just public in our local community, but supremely public.
Virality sticks in our collective memory (remember #cakewithcashmerette?) and it sticks in Google’s memory, too. We can’t know yet how these two shops will be affected long term by last week’s spotlight, but it’s clear that how your business behaves is now very hard to hide.
I LOVED #cakewithcashmerette, it was so fantastic.
I have respect for Morganthau for welcoming everyone to her yarn shop. It is not easy to respond so warmly after receiving a threat to her business.
I also have respect for you for running this story. Feelings are quite high on all sides of the political spectrum and I’ve seen a lot of inappropriate comments online. I hope your thoughtful and interesting post elicits only the thoughtful and interesting comments it deserves.
If nothing else, this is evidence of just how relevant craft is in our lives, knitting in particular. Also, it’s basically impossible to be apolitical these days. The current administration has forced that to happen, no matter where you stand.
I am absolutely grieved by the outpouring of hatred for anyone of a different political position from one’s own that I see in this country. This is a trend did not begin with the inauguration of our current President. The polarization of our country against those with whom we disagree has been going on for many years now. I think the ease of social media, and the power that haters realize they have, has made this even more disturbing. I salute Finch’s owner for her measured response to people who are saying that if she does not respond to their accusation, then that means tacit agreement with the accusation. I don’t think I could react in such a way. The bullying that is becoming viral, the utter attacks on anyone with whom we disagree, has got to stop somehow. I can only pray that good sense and reason will ultimately prevail, and that “liberty and justice FOR ALL –including those with whom we disagree–will once again become a standard which we all uphold.
Thanks for covering this, Abby. There are clearly a lot of people who don’t appreciate that craft and politics mix often (we saw the ugly come out on Sew Mama Sew’s Facebook page last week), and I think these kinds of topics need to be discussed regardless. I like what Susan said about how relevant it makes knitting look (because it is – and so is sewing!). It’s almost like us crafters shouted out to the real world, “We are here! And we care! And we make a lot of stuff!” Morganthau’s statement makes me proud to be a crafter.
There are these moments when craft makes mainstream news. They’re few and far between, but it’s always exciting (the Etsy IPO comes to mind).
Hi Abby,
I read about the Joy of Knitting shop in my local paper. I had an uneasy feeling about it; but I put it aside. Then this morning I read your article. I had to share it on my facebook page. I hope you will do a follow up article in a year or so or even a podcast with these ladies. I must say that I realized what my uneasy feeling was when I read this part of your piece.
“It’s important to point out that neither of these incidences represent something that’s actually new. All over America, and throughout our history, there have been shops that have refused to sell to certain types of customers whether based on skin color, language, religion, sexual orientation, or some other aspect of a customer’s identity. And there have been countless incidents of shop owners being threatened by people in their community for serving particular customers or voicing a controversial stance on an issue.”
I realized that I was having a gut reaction to a moment in time when I was young. I grew up in the 60’s and remember a sign at a beach I visited with my grandmother. I did not understand the sign so I asked her what it meant. She told me that Jews and Niggers were not allowed at that beach. I loved my grandmother; but even as a small child I knew that her thinking was wrong and that the beach was doomed.
Thank you Abby for reminding me through this beautifully written piece. 😉 Warm Regards, Carolyn
It is unnerving to see the division that humans have created ???? It’s too bad we can’t just see each other in our spiritual forms instead of our physical forms.
Terrific article! As a marketing manager for two different businesses, I’ve tried to be very mindful about what and how I post anything in the public domain on behalf of the businesses I represent. I’ve always tried to stay away from anything political or controversial.
I do feel businesses have a social responsibility, but I prefer to leave that up to the owners. In my opinion, The real action is where these businesses decide to donate a portion of their time and money in giving back to their communities. I’m fortunate enough to represent two companies that say very little but do very much for their local communities ????
It is interesting for sure. In talking with many small business owners in the crafts industry over the past few months many have said that one of the reasons they left the corporate world, or the traditional workforce, and decided to open their own small businesses was to be able to have the freedom to express their viewpoints openly. And yet there are still risks involved, especially because we are so publicly vulnerable online now.
Wow. I never thought of using the word “bully” as you did in interpreting her statement. She doesn’t have the right to share her views? Or as a private business owner to not sell pink yarn so people can make “pussy” hats? The last time I checked, “pussy” is a “vulgar, vile, and evil” word (to quote your take on her). I don’t use it and always told my 3 daughters not to use it. At least, not in public. Back to “bully”: dictionary definition is: to intimidate, domineer, to be loudly arrogant and overbearing. THAT is the interpretation of those spewing the backlash and vitriol on her Facebook page. I think because she states she is a Christian, she is now fair game to vilify, excoriate, and generally bully the heck out of her. I appreciated seeing both sides from the two yarn shop owners. But, sadly, we have become a bunch of bullies when we take to the keyboards to destroy someone’s point of view, especially since I saw NO mean spiritedness in her post. That’s just my take. But, with all due respect Abby, I don’t see how she was the one who was bullying.
That’s an interesting perspective, Debby. I think it’s possible that bully was the wrong word? She did use the words vile and evil and those are quite strong words that I think do invite a strong response.
I find it ironic that you think she has been villified. I would never shop where I thought the owner was pushing her Christian agenda. I spend my money in small local
Shops so I keep my money in our neighborhood and not to large corporations. The shop owner made it clear she didn’t appreciate people in her shop that did not share her views. How sad for her to be so narrow minded. I think she got what she deserved. That’s seems give a problem with the Christian Right, believe what I bellieve or go. The arrogance of it is mind numbing.
I tried commenting yesterday but it didn’t show up!
I just wanted to say that this whole story speaks to the role of craft (esp knitting) in many people’s political lives. Those hats turned into a HUGE symbol of the Women’s March.
Never mind. It did show up!
Whatever our political views, I think it’s a shame when they aren’t expressed with kindness, love and respect. I think the condemnation and name calling in Poe’s post is what sparked the outpouring of negative comments. Yes, she has a right to her opinions, but they could have been expressed more kindly. According to Jesus, we Christians are supposed to be known by our love, not our condemnation of others. Too bad Christians often come across as more hateful than loving.
I had no idea about these stories. You put up such interesting things. Can you imagine if we had social media during the Vietnam war? That was a huge divisive time for our country.
Oh my. That’s an interesting thought experiment for sure!
I love alternative history fiction and think this would be an awesome plot!
I saw the Joy of Knitting post probably 20 times in my FB feed. It was shared because it was so shocking to so many and so contrary to the culture of craft and small businesses alike. It’s also a shame that the media only pays attention to people who invoke God’s name for hate. They will never cover businesses who invoke God’s name to do good, or to work for social justice or who preach tolerance. Morgenthau was both the better person and the smarter business owner and she handled it the way I would have.
Thank you, Abby, for pointing out that we can choose a bitter world or a better world. This story of contrasts deserves to be shared again and again.
“The Joy of Knitting” (in serendipity) sounds like a pun or reference to the very well known book published in the 70’s, basically anything beginning with “The Joy of…” references unwittingly or not to Alex Comfort’s book the “Joy of sex” though that in itself is probably a reference to something else. I digress…
The most important difference to me in those 2 instances is how the owner’s of each store chose to respond. The language and attitude they CHOSE to use reflects to the outside world their sensibilities.
Thanks for posting (I had missed both viral feeds)
I am commenting coming from Australia observing what is happening since Trump came into power. I feel that we should all have a right in our democratic societies to share what we believe without the intense responses of hatred that appear to be happening, even here in Australia. I would say that from a Christian perspective that we should always address every situation with the perspective that God loves us all and that we should respect the rights of others to have their voice even if it differs from ours. In business we can choose whom we decide to do business with but everything should be done with the thought that we should treat others how we would ourselves like be treated. Interesting times!
Yes, the golden rule reads “do unto others as you would have done unto you”. Not “do unto others as they have done to you”. It appears to me that Elizabeth Poe has not been observant of the golden rule whereas Morganthau was more than observant of the golden rule. The reason to be observant of the golden rule is that what a person sends out comes back 10 fold. Karma is the unseen operating principle of life. –in my opinion
Neame
Another interesting article Abby. I appreciated the opportunity to look at it from both a communications standpoint as well as a business discussion. The internet has definitely changed the way in which, and the speed at which, information is exchanged. I am a regular customer at Finch and will say that Nicole’s statement exactly reflects the open, friendly and joyful way in which she operates her shop. I will completely agree with your assessment of the bullying – which I always define as using words in an unkind, judgmental, or contemptuous fashion. I do think that one of the reasons that the statements went viral is because those of us in the quilting and knitting world view those as crafts defined by generosity, sharing and caring for others. And clearly in both cases, comments were made that are directly opposite of that generous and caring nature. I don’t think there is any business right now that does not find itself somewhere in the heat of the political divisions, but I do think that how you respond to those external pressures will determine how well your business fares in evaluations.
It’s interesting that I hadn’t heard of the Joy of Knitting until the shop went viral. I live a few hours away and regularly shop at other Nashville area LYS’s when I’m in town. None of my knitter friends have mentioned the shop and some of them regularly shop hop over longer distances. I’m not sure how strong demand was for pussyhat yarn in Middle and East Tennessee but we had several sister marches. I know of one LYS who actively supported and promoted the KAL via social media. Others didn’t (or at least I haven’t seen them post about it) but I haven’t seen or heard of any other shops who took a public anti-position or refused to sell pink yarn.
As to how JoK handled the situation — I can’t imagine there was a such a demand on the shop that the owner felt a public statement using aggressive language was necessary or wise. It seems like a privilege knee jerk after getting wound up reading online, not a reaction to something that actually happened in-store. In any case I didn’t know of them before and I won’t bother seeking them out going forward. On the other hand Morganthau did an excellent job mitigating an documented, actual threat to her store’s reputation. Good for her and her customers!
Thanks for posting about both shops.
I find that a lot of so-called Christian women are against women’s rights. That she would call women who marched “vile” is one of the most absurd things I have heard.
I’m not a knitter, but if I were, I would not patronize this shop.
When one places a rant on a public web site, I believe one should verify the facts and their spelling. She “said her piece”, not peace. The things she said make her look narrow minded and her statements made it clear she doesn’t care whether her store is a money maker or a money loser. I doubt she’ll be in business long.
Yes, the misspelling is hers.
Personally, I found it distasteful that the owner of Joy of Knitting posted her views *after* the women’s march. It’s likely that she had already sold yarn for pussy hats- did she refund the customers who’d already bought pink yarn? And overall I find it super odd for a vendor to have a vested interest in the customer’s end use. Does she ask every single person what they’re making with the yarn to make sure that it meets her moral standards?
Some of us are very proud of Elizabeth Poe. Thankfully we aren’t alone. http://thefederalist.com/2017/02/06/yarn-store-owner-received-rape-threats-opposing-womens-march-wont-back/
Abby, I am a fan of your blog, and I appreciate your coverage of this topic (which I had not specifically heard about until I read your article.)
However, I’m still offended that this is considered a “women’s” march: violence, vulgarity… celebrities blatantly stating that they have considered comitting terrorist acts against our country (followed by applause)….
I don’t consider Poe to be a bully, but I do consider many of the participants of this march to be bullies by pushing agenda that extends beyond being a woman. This march was NOT inclusive of WOMEN who are “pro-life”, who voted for President Trump, etc.
Should a woman feel less feminine/less of a woman because she does not agree with the agenda pushed at these marches? I should hope not.
It looks like Poe posted a polite but opinionated request. Therefore, to liken it to “refusal” is not quite accurate. Freedom of speech is for everyone (not just those from leftist or atheist viewpoints). This is still America (thankfully).
For me using the words “vulgarity, vile, and evilness” to describe other people’s beliefs and behaviors isn’t “polite but opinionated.”
It wasn’t inclusive of women who believe in pro-life as pro-life itself has an agenda which wants to force women to do what other people believe. You can be pro-abortion but never consider having one yourself.
If there weren’t women willing to stand up for women’s rights, then the said store owner may never had been able to own her own business. Perhaps some methods aren’t everybody’s cup of tea but sometimes you have to fight fire with fire. I think there are a lot worse things going on then women knitting protest hats. This store owner needs to keep things in proportion.