The only thing more depressing than working the cash register at a going out of business sale must be handling the store’s Twitter account.
Or at least that’s the impression one gets from following @BordersNYC, the handle of national book chain’s New York City location, which closed yesterday.
Watching the liquidation sale unfold in 140 character updates was the social media equivalent of a Hospice worker assisting and documenting the inevitable decline of a patient. There were questions answered about deliveries (not happening) and the state of other stores (definitely closing), along with sad photos of empty book shelves.
An interesting thing happened along the way, though. The @BordersNYC page also became a kind of memorial wall.
New York Times best-selling author Allison Winn Scotch tweeted in July: “The folks at @bordersnyc have been so supportive of me. So sad for this news & hope they’re able to spread their literary wisdom elsewhere.
Closer to closing, more casual patrons chimed in to express their gratitude and condolences.
In the end, Borders closed shop yesterday not with a bang, or a whimper, but a tweet.
“As we close our doors, a big thank you from every bookseller for 15 amazing years in NYC!”
@BordersNYC could not be reached for comment.
Photo by The Ewan