Various reasons were given including:
- It wasn't helping the business make money
- It was distracting its 900 pub teams from the core job of serving customers
- The chain didn't like the trolling on social media and the way people's data was being used.
In my experience, when people say social media is doing nothing for their business, it's more likely that the problem lies with them rather than the channels. Many business owners still don't really 'get' social media and they are not using it to its full potential. They expect overnight success and aren't prepared to put in the consistent effort that is required to build an audience and then hold their attention.
|Photo by Jacob Ufkes on Unsplash|
Unless you have a clear strategy linked to outcomes that you can measure, and a good understanding of your sector and your core audience, you can be a busy fool burning up hours throwing out sales messages.
For me, it all comes back to putting the 'social' at the forefront of your social media campaigns. You can push out posts about your latest special offers and hope that some of them stick, or you can invest time in finding out as much as you can about your customers, what they want and need and how you can them entertained, informed and make them loyal fans of your brand.
Success also depends on your offering - the products, services or hospitality that you offer have to be right. You need to offer value and great customer service. Social media can't make up for shortcomings in your business. It's a great tool to research and communicate, to tell stories that engage your customers, but it's not a miracle cure if your business is already struggling to deliver.
I've also written about The JD Wetherspoon story on LinkedIn. Please join the conversation there or leave me a comment here. Are you reviewing your use of social media? What are the biggest issues your business is facing online at the moment?