You’ve no doubt read the news this week that Wetherspoons head honcho, Tim Martin, has called for the business to deactivate all of its social media accounts.
That’s 44,000 Twitter followers and over 100,000 on Facebook.
You’ll have also likely thought to yourself…’maybe I should do the same?’
After all, let’s be honest with ourselves, it is a time drain, isn’t it? Scheduling those posts, making the copy interesting, having to reply to the one person who actually speaks to you. Wouldn’t it be easier to pull the plug?
Yes, it would be easier. But no, you shouldn’t do it. Probably.
There are a few reasons you shouldn’t follow Tim’s lead. For one, that haircut.
Seriously, Tim, get it together mate.
More importantly, social is one of the most direct platforms to reach your audience. And while Martin is right that for B2C businesses, it often becomes a place for the public to vent their spleens, for B2B, where relationships with clients (generally) take longer to build and (generally) last for longer, it’s still a thoroughly effective tool.
Take LinkedIn for example.
Yeah, we know, it’s an awful place for awful people. And yes, we agree, Oleg Vishnepolsky is a bore who needs to bore off. But it is full of your clients, and your potential clients.
For targeting content and targeting sales leads, it’s tough to beat.
Or Instagram. It might not be the first channel you think of for B2B, but if you’re a creative agency, it’s a gorgeous channel which can really showcase your creative chops.
But aesthetics alone aren’t a good enough reason to start using a social channel. As ever, it all comes back to setting a great strategy.
Removing itself from social media might not have a huge impact on Wetherspoons. Their target audience, the consumers of the three million pints sold in the chain every week, are exactly the kind of people who might reject Facebook. Not on the back of the Cambridge Analytica scandal or any kind of privacy concerns, but more because they’d rather enjoy a pint and the paper. Martin knows this because he famously visits his chains and speaks to the clientele.
His decision wasn’t a knee-jerk thing; it was grounded in first-hand insights from a hands-on CEO. It’s also been a great PR coup – going viral on social, ironically enough – and a decision that you can imagine would resonate with their audience.
So before you pull the plug, ask yourself: How well do you know your audience and their social media habits?
Once you know that, you can make an informed decision about whether social is a help or hindrance.
Strategy first. Always.
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