Oh dear me. How would you have handled this?
It’s always distressing when someone’s spreading rumors about you, especially rumors designed to undermine your market share. But golly gee willikers, I wouldn’t have handled it on Twitter thusly:
But no, Miss [first name deleted] from [business name deleted] Shop in [town], we’re doing just fine thank you! Not going anywhere anytime soon!
followed by an additional tweet 4 minutes later from the same shop:
I guess I should be flattered. [Deleted] of [town] feels so threatened by me she’s spreading rumors we’re closing.
WHY isn’t this a great way to address the situation, and
HOW could a more advantageous reaction be crafted?
* Never dignify a rumor by repeating it or EVEN referring to it. “Oh no we’re not closing”…guess which single word sticks in the mind?
* Just “happen” to post that day (obliquely, obliquely!) years of success, standing in community, #s of satisfied clients works well. IGNORE the rumor, but COUNTERACT it with “Celebrating Consignor #3875!” or “Just donated our 250th pickup load to local charities”
* If nothing right this instant seems Tweet-worthy, draw on the past: “Our Community Bulletin Board is getting overloaded with testimonials from community leaders” or “Can’t find room on our Brag Wall for the latest thank-you notes from happy clients over the last X years” or “Just hired Michelle, our 6th customer rep, to handle all the business you great folks have helped us build over X years” Surely you have a milestone to re-present to your followers.
* And finally, sure as He((, I would never ever in a zillion years publicize the name (yet alone owner’s name and city!) of the offending shop: why would you want to pique the curiosity of YOUR audience about THEIR business?
Auntie Kate The Resale Expert 
The instant nature of the social media animal makes it too easy to post out those knee-jerk defensive reactions we have to rumors like that. It’s one of the dangers, I think, of using social media for marketing. The shopkeeper probably thought she was being diplomatic or restrained because the tweets weren’t rude. But I certainly detected a sort of snarky, passive- aggressive, sarcastic tone to them. Which would be hard not to have when someone is spreading rumors about her like that. But still it is so important to keep the “response” tweets focused on her own shop and a way to “toot her own horn” so to speak. I would be much more likely to do business with someone who kept it professional and responded in that manner. Good advice as always Auntie Kate!!!
Thanks Amy, I have learned, through some embarrassing moments as myself or as Auntie Kate, to SLEEP ON IT… it’s all too easy to get snarky or even simply overlook another interpretation of a bunch of words. It’s a constant struggle to be open-minded and fair… and to “rise above” some things. Darnation, doncha HATE it when your mother was right all along?