Lush UK Says Goodbye To Social Media – The Buyer’s Journey 36

Tired of the algorithm, Lush UK is saying goodbye to its organic social media presence in favor of chat bots, phone calls, and email. Many marketers think it won’t last.

The Advocacy Stage: A Refresher

The Advocacy stage of The Buyer’s Journey focuses on your former and current clients/customers advocating for your brand. This advocacy can come in many forms. These forms include reviews on Amazon and Google and word-of-mouth between friends and families. Positive comments on social media can also be particularly effective. The Advocacy stage also encapsulates influencer marketing. While an influencers do receive compensation for positive comments from your brand, it’s still positive advocacy.

Advocacy can also include negative comments. As we mentioned in our Consideration episode, bad reviews are fantastic opportunities to make a situation right. While you can’t solve every problem, even just acknowledgement of an issue can be enough to strengthen brand strength. It’s okay to have a few scars.

Algorithm Anger

On April 8th, Lush UK’s social media tweeted and posted GIFs that said, “We’re Switching Up Social”. On Twitter those messages were apart of a tweet thread you can see below.

The posts went on to say that “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.” This newsfeed fatigue, Lush UK argues, is limiting their conversations. The continues tweeting: “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 wecare@lush.co.uk and by telephone: 01202 930051.” Then, they ended the tweet thread saying, “[t]his isn’t the end, it’s just the start of something new. – see you there.”

Our Hot Take

To be frank, every one of us on the show thinks this is a bad idea. Social media is a lot of things, and if a brand doesn’t like the conversation then change the conversation. If the engagement you like isn’t satisfactory, perhaps your content isn’t encouraging the engagement you want. Amy Gesenhues has a fantastic write-up on Marketing Land where she speaks with other marketers who agree that this isn’t a great move. Gesenhues points out that, “[n]inety-six percent of beauty brands in 2016 had an Instagram account, according to a Statista report. That same year, Statista found that female social media users were more likely to interact online with a beauty brand than any other industry, including clothing, personal care or retailers.” Lush UK’s audience is primarily female and the evidence shows that their demographic is on social media. Why give up such an opportunity?

Furthermore, we’re led to believe that this could all be one big PR stunt. After all, everyone is now talking about Lush UK’s decision to do this. It’s a perfect opportunity to re-open and re-examine their problems with social directly.

Finally, Lush UK’s most recent post is this:

Whether or not Lush UK will return to organic social media or not, we’re not sure. But, man, we think they really should.

Check out our next episode where we’ll discuss a news article covering the Awareness stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, and take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

Matt McGrorty

Videographer / Podcaster

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