Lush U.K. quits social media and I think that...

Not having social media is a choice. And it is not true that a company that doesn't have Instagram or Facebook cannot be "social".

Of course it's very important for a brand that its online presence is supported by a channel that involves users on a daily basis but it's necessary to create an engagement.

Social media cannot be made "just to be there" but they are the place to listen and talk with the community.

Of course I didn't like the first part of Lush's motivations when they wrote:

"Increasingly, 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."

On the other hand, I think that this part is very important:

"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 has always been made up of many voices, and it’s time for all of them to be heard. We don’t want to limit ourselves to holding conversations in one place, we want social to be placed back in the hands of our communities - from our founders to our friends.⁣..

...This isn’t the end, it’s just the start of something new.⁣ #LushCommunity - see you there."

In fact, they also explain that they'll continue to be there, they launch an official hashtag that will collect the community under a single hat.

Finally, they give to the follower an email and a phone number. I hope that customer service must to be always available to dialogue with customers because otherwise this could be a flop.

I like this strategy, it's a new approach, now we'll continue to monitor their progress going forward!