Here’s a key lesson Mattel learned after not carefully monitoring social media pages: when you snooze you lose.

In January, a Facebook page advocating a bald Barbie went viral. The page went from a few likes to over 100,000.

This is when Mattel should’ve stepped in. Instead they sat by for four months.  They issued no statement. It looks as though Mattel’s PR agency didn’t know what was going on.