Is saying goodbye to social media the new “it” strategy

Lush, the beloved maker of bath bombs, body butter, and bubble bars, is taking down their Facebook, Twitter and Instagram accounts in an effort to … wait for it. ‘open up the conversation’ between the brand and its customers.

But wasn’t this exactly what social media was designed to do?

Lush’s surprise move left many pundits scratching their heads and wondering why the company would take such shocking and drastic action. There are likely three sides to the story, but the one that the brand is sticking with is that the ever-changing social media algorithm is making it too hard to reach audiences. If your posts aren’t seen, then they can’t be engaged with unless you… advertise.

“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 announced…on Twitter in early April.

Although Lush is removing its main social channels, it will continue to post and share content using the #LushCommunity hashtag via Instagram. There’s some speculation that the brand will now devote more energy to influencer marketing. Going forward, Lush will only be talking to customers via the live chat feature on its website, email, and telephone.

There is a takeaway here for aesthetic practices and brands – and it’s not to blindly follow suit. It is time to take a deep breath and reevaluate your social media strategy.

Social media is no longer free and something to just dabble in. You have to be in or out rather than somewhere in the middle. Yes, the algorithm can be frustrating and ads can be costly, but social media is here to stay and if it is where many of your current and future patients are spending their time, you need to be there too. Laser focus on the social media sites where your patients are most likely to be and tap into local influencers to increase name recognition and word of mouth across your chosen platforms. Influencer marketing works hand in hand with social media, increasing visibility and reach.

Another takeaway is that when people want to interact with you or your brand they want to do it in real time or as close to real time as possible – which makes features like chatbots essential in converting leads to sales and surgeries. A like, comment or follow is fine, but sometimes people want more… and that is likely what LushUK is hoping to provide.

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