The outcry over Davis’ business practices comes at a time when the social media world is discussing the pitfalls of monetizing followings, with no real plan for scaling up a business or, worse yet, outright fraud.
Documentaries about the disastrous fraud that erupted from Billy McFarland and Ja Rule’s Fyre Festival have captivated audiences on both Netflix and Hulu. And just last month, Instagram influencer Caroline Calloway came under fire for a “tour” in which followers could pay to meet her and which many of those same followers say didn’t deliver on what was advertised.
“Deleting comments and blocking users is a major issue, and that’s something that Fyre Festival engaged in,” said Caitlin Mitchell, a social strategy director at Dallas advertising agency The Richards Group.
“Social media is both a blessing and a curse. It’s a blessing in that you can build and scale your business faster than ever, but you can also completely destroy and tarnish your brand faster,” Mitchell said. She believes it’s going to be “very challenging” for Davis to rebuild her brand and reputation.
“Once you’ve lost transparency, everything is lost,” said Mitchell.
Davis’ business is listed on the Better Business Bureau as residing in Whitesboro, a town in Grayson County north of Dallas. Her YouTube apology lists a P.O. Box in Sherman. She did not respond to phone or email requests from The Dallas Morning News for comment.