With Digital Marketing era, influencers and Web Positioning going on at full speed, it is difficult to imagine why a brand would abandon Social Media.
This is actually happening. The most recent case is that of the British cosmetics brand Lush, which announced it would retire from Social Media.
The company made the announcement through Twitter, Facebook and Instagram in which it has 202,000, 423,000 and 570,000 followers respectively. Lush also announced it would close the accounts of its other brands Lush Kitchen, Lush Times, Lush Life, Soapbox and Gorilla, that accumulate tenths of thousands of fans.
“Social Media is making it harder and harder for us to talk to each other directly. We are tired of fighting with algorithms and we do not want to pay to appear in your newsfeeds. So, we’ve decided it is time to bid farewell to some of our social channels”, stated the company.
We don’t want to limit ourselves to holding conversations in just one place, we want social to be back on the hands of our communities. We want Social to be more about passions and less about likes”.
The Corporation, that sells perfumes, handmade soaps and other products for personal care, ended the message by saying: “This isn’t the end, it’s just the start of something new”.
Lush asked its customers to contact the company by email, by phone or through their website. It also said they would try a new approach based on hashtags for those customers who would want to speak to them on the internet.
Would you do this?
Mike Blake-Crawford of the marketing agency Social Chain told BBC that Lush’s strategy with hashtags seems to be based in “working more with influencers”.
“The challenge for me is how they adequately capitalize on this conversation without a centralized social media ‘home’ for their products and campaigns”, he said.
Lush is not the only case
Lush’s case draws much attention because it’s not usual for a brand with digital presence; but is not the only one.
Last year the British Pub chain Wetherspoons also abandoned its Social Media channels. The company said good-by to 44,000 followers on Twitter and to its “relatively small” Facebook (100,000) and Instagram (6,000) communities.
The company, which owns 900 Pubs and several hotels in the UK, argued its decision on the bad reputation of social media and the problem with “trolls” in the Internet. It also showed concern about the “misuse of personal information” and the “addictive nature of social media”.
Wetherspoons founder and CEO Tim Martin told the BBC that the society would be better if people stopped using social media.
On the other hand, BBC Technology Correspondent Rory Cellan-Jones said that “it is known that social media are used for everything, from customer service to brand promotion” and that they are “a vital tool in marketing”. He also suggests that Wetherspoon’s strategy on Facebook, Twitter and Instagram could have been better.
“Managing an effective social media strategy and making sure the people who run all those accounts are adhering to the company’s policies is costly and time consuming” said the journalist.
“Maybe for Whetherspoons, all this exertion was more of a problem than something worth the effort”
Out of Facebook
There are also large corporations that opted out from some social networks
In 2018, businessman Elon Musk erased the Facebook pages for its companies Tesla and SpaceX coinciding with the campaign #deleteFacebook originated after the Cambridge Analytica scandal, even though he said he had nothing to do with it.
However, both Tesla and SpaceX are still present on Instagram with 5.6 million and 4.6 million of followers respectively.
Another company that left Facebook last year was Playboy. Cooper Hefner, son of Playboy’s founder and current CEO said on Twitter that the “corporate and content policies of Facebook contradict its values” and are “sexually repressive”.