internet is becoming fuller talks tea D, blogs, and posts on Facebook from people who leave social networks. However, a company to do it seems exceptional. And it is it.
In the era of digital marketing, web positioning, and the influencers, it is strange to think that a brand wants to move away from social networks. However, sometimes it happens.
The most recent case is that of the British cosmetics firm Lush, who said Monday that starting next week withdrawing from social networks.
The company announced the news via Twitter, Facebook and Instagram, where it has 202,000, 423.000 and 570,000 followers respectively. He also said that he will close the channels of their sub-brands Lush Kitchen Times Lush, Lush Life, Soapbox and Gorilla, where accumulated tens of thousands of fans.
“Social networks increasingly we make it more difficult to speak with us directly. We are tired of fighting the algorithms, and do not want to pay to appear on its walls. So we decided that it is time to bid farewell to some of our channels”, the company said.
“We don’t want to limit ourselves to have conversations in one place. We want that the social back in the hands of our community […] want you to be more related to what we are passionate about, and less to the like “.”
The firm – which sells perfumes, handmade soaps and other body care products – concluded his message saying that “it is not the end, but the beginning of something new”. Lush asked customers to contact you through email, phone, or on your web site. And he said that I would try a new approach based on hashtags (labels that allow grouping topics) for those who want to talk to them over the internet.
The Lush natural cosmetics company said that he got tired of “combat algorithms”. insane? Mike Blake-Crawford, of the Social Chain marketing agency, told the BBC Lush labels strategy seems to be based, paradoxically, in “working more with influencers “.”
Who are the “nanoinfluencers” and how you can become one of them “I think that the challenge is to get him out properly to that conversation without a ‘House’ centralized social networks for their products and campaigns,” he added.
Other marketing specialists expressed his surprise on the internet.
The fashion and beauty Leah blogger wrote on Twitter that could not “understand” why Lush was closing an Instagram account with so many followers and that seemed “crazy”.
Lush new strategy is based on the use of “hashtags”, but without having to own social networks. Against the vox populi Lush case is striking because it is not usual for a brand with digital presence. But it is not unique.
Last year, British pubs, Wetherspoons chain also eliminated their social networks. The company said good-bye to 44,000 followers on Twitter, and his relatively “small” community on Facebook (100,000) and Instagram (6,000).
The company, which has about 900 pubs and several hotels in United Kingdom, argued its decision by the poor image of social networks and the problem of Internet “trolls”, and said that he was concerned about “the misuse of personal data” and “the addictive nature of networks partner” Les”.
“When you are caught in this loop, is very difficult to break it”: the reasons for the disconnected, the anti-social networks who leave their life on the internet “I took a year off of the internet and not miss anything” its founder and President, Tim Martin, told the BBC that society would be better if people stop using social networks.
“We are going against the wisdom, which says that these platforms are a vital component to a successful business,” said Martin, who said that customers could continue contacting the company through your website or your magazine.
British pubs, Wetherspoons chain eliminated their social networks last year for his “addictive nature”. He also stated that he always thought that this idea was not true. “I don’t think that closing these accounts in social networks affect our business in any way,” he said.
Technology of the Rory Cellan-Jones BBC correspondent said that “it is well known that social networks are used for everything from the service to customer to the promotion of the brand” and which are “a vital tool in marketing”.
But Cellan-Jones also stated that it believes that the Wetherspoon on Facebook, Twitter and Instagram strategy could have been better.
“Manage an effective social media strategy and ensure that the staff that handles all those accounts adheres to the policy of the company is expensive and time consuming,” said the journalist.
“All that effort perhaps to Wetherspoons was more a problem than something worthwhile.”
Most digital marketers consider that the presence in social networks is vital to businesses. Outside of Facebook but there are also large companies that chose to eliminate some social networks.
Last year, the entrepreneur Elon Musk erased their companies Tesla and SpaceX Facebook pages, coinciding with the campaign #deleteFacebook (delete Facebook), which emerged from the scandal of Cambridge Analytica. Although he said that it had nothing to do with it.
“It is not a political statement, and I didn’t do it because someone would challenge me to do so. I simply don’t like Facebook. It gives me the willies”, said Musk on Twitter.
He also said that he never paid for advertising on that platform. Facebook pages were removed in April of 2018.
However, both Tesla and SpaceX still have presence in Instagram, with 5.6 million and 4.6 million viewers respectively.
Another company that left Facebook this year was Playboy. Cooper Hefner, the son of its founder and current director, said on Twitter that the “political corporate and content from Facebook contradicted its values” and are “sexually repressive”.
