UK high street retailer Lush's announcement that it is to close its branded social media accounts was met with reasoned agreement from some industry professionals and by relentless incredulity from others. It is a decision that has proved highly controversial in marketing communications circles.

In this episode of the Digital Download Podcast, social media consultant Helen Reynolds and I debate whether Lush's shuttering of its branded social media channels is sensible given the rise of dark social media channels and the poor visibility afforded to brands on social networks now, or something that will do nothing but alienate it from insight and customers in the long run. Above all, do customers actually care?

Here's what is discussed in this episode:

The importance of resonant content in beating social media algorithms
Whether algorithms are killing brand visibility
Whether social media is now pay-to-play
What makes valuable content and what is simply advertising
The importance of social listening from a business perspective
Whether not being on social media kills conversation about a brand
Whether a backlash to social purpose campaigns is inevitable
Whether customers actually care whether you're on social media or not
Whether dark social media is overtaking public social networks
If it is increasingly difficult to engage people in social media
Whether people are less interested in hearing from brands

 
Useful Links from Today's Show

"We're switching up social" from Lush on Twitter
The Lush Spycops Campaign: Breaking Through the Backlash from Brandwatch

 
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