Why are there companies that are abandoning social networks?

Why are there companies that are abandoning social networks?

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Is it a good business strategy to get away from social networks?

Internet is increasingly full of TED talks, blogs and posts on Facebook of people who leave social networks. However, what a company does seems exceptional. And it is.

In the era of digital marketing, web positioning and influencers, it is strange to think that a brand wants to get away from social networks. However, sometimes it happens.

The most recent case is that of the British cosmetics firm Lush , which said on Monday that it will withdraw from social networks as of next week.

The company announced the news through Twitter, Facebook and Instagram , where it has 202,000, 423,000 and 570,000 followers respectively. He also said he will close the channels of its Lush Kitchen sub-stations, Lush Times, Lush Life, Soapbox and Gorilla, where he has tens of thousands of fans.

“Social networks are making it harder for us to talk directly to each other, we are tired of fighting algorithms, and we do not want to pay to appear on their walls,so we decided that it’s time to say goodbye to some of our channels,” the company said.

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We're switching up social.⁣ ⁣ Increasingly, 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 newsfeed. So we’ve decided it’s time to bid farewell to some of our social channels and open up the conversation between you and us instead.⁣ ⁣ Lush has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities – from our founders to our friends.⁣ ⁣ We’re a community and we always have been. We believe we can make more noise using all of our voices across the globe because when we do we drive change, challenge norms and create a cosmetic revolution. We want social to be more about passions and less about likes.⁣ ⁣ Over the next week, our customer care team will be actively responding to your messages and comments, after this point you can speak us via live chat on the website, on email at [email protected] and by telephone: 01202 930051.⁣ ⁣ This isn’t the end, it’s just the start of something new.⁣ ⁣ #LushCommunity – see you there.

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“We do not want to limit ourselves to having conversations in one place, we want the social to be in the hands of our community […] We want it to be more linked to what we are passionate about, and less to likes .”

The firm – which sells perfumes, handmade soaps and other body care products – concluded its message by saying that “it is not the end, but the beginning of something new.”

Lush asked his clients to contact him via email, phone or on his website. And he said he would try a new approach based on hashtags (the labels that allow clustering of topics) for those who want to talk to them through the internet.

Lush
Copyright of the GETTY IMAGES image
Image caption The natural cosmetics company Lush said it got tired of “fighting against something.”

An insanity? ⁣

Mike Blake-Crawford, of the Social Chain marketing agency, told that Lush’s label strategy seems to be based, paradoxically, on “working more with influencers.

“I think the challenge is how to properly profit from that conversation without a ‘house’ centralized in social networks for their products and campaigns,” he added.

Other marketing specialists expressed their surprise on the internet.

Fashion and beauty blogger Leah wrote on Twitter that she could not “understand” why Lush was closing an Instagram account with so many followers and that it seemed “crazy” to her .

hashtag
Copyright of the GETTY IMAGES image
Image caption Lush’s new strategy is based on the use of “hashtags”, but without having its own social networks.

Against the vox populi

The case of Lush draws attention because it is not usual for a brand with digital presence. But it is not unique .

Last year, the British pub chain Wetherspoons also eliminated its social networks. The company said goodbye to its 44,000 followers on Twitter, and its relatively “small” community on Facebook (100,000) and Instagram (6,000).

The company, which has about 900 pubs and several hotels in the United Kingdom, argued its decision for the bad image of social networks and the problem of “trolls” on the Internet, and said he is concerned “the misuse of personal data “and ” the addictive nature of social networks “.

Its founder and president, Tim Martin, told that society would be better if people stopped using social networks.

“We are going against popular knowledge, which says that these platforms are a vital component for a successful business,” said Martin, who said his clients could continue to communicate with the company through their website or magazine.

Wetherspoons
Copyright of the image OLI SCARFF / GETTY IMAGES
Image caption The British pub chain Wetherspoons eliminated its social networks last year for its “addictive nature”.

He also stated that he always thought that idea was not true. “I do not believe that closing those accounts on social networks affects our business in any way,” he said.

BBC technology correspondent Rory Cellan-Jones said that “it is known that social networks are used for everything from customer service to brand promotion” and that they are “a vital tool in marketing”.

But Cellan-Jones also said he believes that Wetherspoon’s strategy on Facebook, Twitter and Instagram could have been better.

“Managing an effective social networking strategy and ensuring that the staff that manages all of those accounts adheres to the company’s policy is costly and it consumes a lot of time, “said the journalist.

“Maybe for Wetherspoons all that effort was more of a problem than something worthwhile.”

Facebook icons and other social networks.
Copyright of the GETTY IMAGES image
Image caption Most digital marketing specialists consider that presence on social networks is vital for companies.

Out of Facebook

But there are also large companies that chose to eliminate certain social networks.

Last year, businessman Elon Musk deleted the Facebook pages of his companies Tesla and SpaceX , coinciding with the campaign #deleteFacebook (deleted Facebook), which emerged after the Cambridge Analytica scandal. Although he said it had nothing to do with that.

“It’s not a political statement and I did not do it because someone challenged me to do it, I just do not like Facebook, it makes my hair stand on end,” Musk said on Twitter.

He also said he never paid for advertising on that platform. The Facebook pages were eliminated in April 2018.

However, both Tesla and SpaceX continue to have a presence on Instagram, with 5.6 million and 4.6 million followers respectively.

Another company that left Facebook that year was Playboy . Cooper Hefner, the son of its founder and current director, said on Twitter that “Facebook’s corporate and content policies contradict their values” and are “sexually repressive.”

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