The ‘social media is pointless for brands’ rhetoric has reached a crescendo over the last week or two. It’s nearly impossible to turn anywhere on the web at the moment without someone questioning the value of Facebook or Twitter or Instagram for brands.
The Cambridge Analytica data scandal kicked things off, with the #DeleteFacebook movement picking up buzz and creating debate among users. Brands understandably voiced their own concerns, with ISBA (Incorporated Society of British Advertisers) seeking direct reassurance from Facebook and brands including Playboy and Elon Musk’s SpaceX and Tesla shutting down their Pages.
This was closely followed by the announcement last week that pub chain JD Wetherspoons was leaving all social media sites entirely (announced ironically via social media). And suddenly everyone seems to think that ditching social media might very well be a good idea.
Even as recently as two days ago, a new report created headlines to the effect that alcohol brands are fleeing Twitter, citing the fact that 42% of the top 100 major spirits and liqueur accounts have not posted at all within the past month.
‘Social media use has peaked for brands’, said some. ‘The beginning of a downward trend’, said others. ‘Brands are finally waking up to the fact that it’s all rather pointless’, has become a common refrain.
Well to put it bluntly, I don’t buy it. In fact, I think it’s bullshit. [Read more…]