Is it good for brands to say “No” to social media?

“Is it good for brands to say No to social media?” asked one of my fellow passenger with whom I exchanged pleasantries and introduced myself and initiated the discussion during a long flight.

My nature of work makes me travel quite often and it is the best time that I could take out for me and my reading or for self-introspection.

My fellow co-passenger quoted his pain points and recent news clipping wherein one of the UK’s foremost cosmetics and handmade soap brand LUSH had officially said No to social media by shutting down its social media channels.

Why use social media for business?

This question really made me think and my instant reply to my co-passenger was “Interesting development”.

I narrated my own story to him wherein one campaign to which I was exposed, generated millions of page views, views, comments, likes but failed to convert into actual sales (moolah).

Influencers on social media these days are having millions of followers and are charging a bomb for posting for brands but if you speak to them as to how they shall justify Return of Investment (ROI) to actual sales, it remains an unsolved mystery.

Social media is changing & that’s the fact!!

In a recent survey, 77% percent of brands admitted to using at least one social platforms for their products. Only 48% of marketers admitted that they see ROI from their social media strategy.

Source: https://www.smartinsights.com/social-media-marketing/social-media-analytics/social-media-marketing-actually-generate-roi/

If you’re one of the brands struggling to see ROI on your social media marketing investment, you won’t be surprised when I say this: “Social media is changing – and it’s not necessarily for the better, at least from a marketing perspective.”

Have you witnessed a drop in your social media engagement recently?

If yes, then the reasons are mentioned below

Earlier this year, Facebook CEO Mark Zuckerberg announced a huge shift in the way Facebook’s News Feed would work:

“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family, and groups.

As we roll this out, you’ll see less public content like posts from businesses, brands, and media”. 

Twitter Is Deleting over a Million Accounts Every Day

With over 70 million suspicious and spammy accounts being deleted by the company over the past two months, don’t be surprised if you see a significant dip in the number of people following your Twitter profile.

So why are social media companies doing this?

The answer is simple.

They want brands and advertisers to spend on their channels to boost their pages or posts.

Don’t be surprised that this move, makes all these social media platforms a multi-billion dollar vehicle.

Google is the best example wherein they want you to spend through AdWords to divert traffic onto your website and webpage.

Amazon’s biggest traffic comes from AdWords, they are indeed big spenders of dollars on Google.

You would be lucky if your post garnered 3% reach or visibility organically on Facebook or Instagram.

Brands are therefore forced to spend their dollars on to digital advertising by sponsored ads or by AdWords.

Read my article on using social media to your advantage, click here

How does this hamper smaller brands & SME’s?

• Less reach of their posts or services.
• Less organic traction with their followers.

So, expect your uphill struggle to boost the organic reach of your business’ Facebook posts to continue.

If you’re not allocating your cash to the advertising side of Facebook’s /Instagram platform, you won’t be seen at all.

So it depends on Marketers as to how they would like to spend their budgets on social media advertising.

My frank opinion is “Social media is good for generating awareness but one should simultaneously develop their own customized channel of communications & engagement with their customers. That’s more holistic approach”.

Feel free to get in touch with me on riteshmohan@yahoo.com for cutting edge advice on digital marketing.

Case study: Lush cosmetics.

British cosmetics brand Lush announced this week that it will be quitting several social media platforms in the U.K.

“We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed,” it said in posts on its Instagram, Twitter, and Facebook accounts.

The company, best known for its colorful bath bombs and soaps, has amassed more than 570,000 Instagram, 200,000 Twitter, and 400,000 Facebook followers.

Points suggested to brands from Lush cosmetics perspective:

• Analyze which channel is bringing more traffic to your website.
• Develop your own channels like chatbots, live chats on your website
• Develop email marketing more holistically.

• Explore new platforms like:

Houseparty is an app specifically for live video chatting and co-viewing experiences.

Nextdoor is a network centered on your neighborhood, connecting you with people on the same block.

Yonder focuses on outdoor recreation and lifestyle, allowing for information on people and activities.

These newer alternative platforms may not offer the same reach compared to established players but would be a good start.

About the author:

Ritesh Mohan is a passionate retail professional with over 20 years in the Retail sector, handling some of the biggest brands in beauty, fashion and fragrances retail & FMCG sector. Ritesh has been instrumental in the growth of some of the regional brands as well in the Middle East region. He specializes in Retail management, Product development, and Brand Management, Retail Operations, Sales Management, and Franchising & Business Management. He strongly believes in empowering business owners with his wisdom & experience of around two decades in the industry.