If you have competitors and they are in a space. Then you not being in the space is a disadvantage. This isn’t social media specific.
Botega isn’t big and fancy enough to have no competitors in their space. In fact high end fashion is pretty saturated. This literally just leaves their customers on Facebook and instagram to only connect with their competitors.
Any PR generated by the “Oh wow they deleted Facebook and Twitter” is negated by the 20 million touch points their competitors will make over the next month with ads, sponsored content, and news feed reaches across channels or stories.
This is not what scarcity is. There’s nothing particularly exclusive here to drive scarcity.
It’s bound to happen…some will pull away…but most will be back. It to easy, and too cheaply done, to connect with customers and prospects via social. Don’t be surprised to see regulators get more involved in a effort to level the field.