DEBATE: Could quitting social media like Wetherspoons did be a good idea for brands?

Could quitting social media like Wetherspoons did be a good idea for brands?

Beatrice Timpson, director at Media Intelligence Partners, says YES.

A social media profile is only as good as its content.

If, like Wetherspoons, you have 900 Facebook and Twitter accounts, each attracting very moderate engagement from followers, and no overarching sense of what you’re trying to say, it can be a waste of time.

Wetherspoons developed its brand long before the days of social media. It is neither a startup aiming to break into the public conscientiousness, nor a service provider like Southern Rail attempting to placate angry customers at a distance. Anyone not happy with their burger can go up to the bar; there’s no point tweeting about it.

Tim Martin has launched an interesting experiment. Maybe Jamie’s Italian should try it. A quick browse of its Victoria Street branch’s Facebook page reveals an awkward reoccurrence of the word “awful”. That can’t be helping the beleaguered business.

Ultimately, if the purpose of social media is to get people talking about your brand, chief executive Tim Martin can consider it job done.

Read more: It takes a bold brand to quit the Twitter bubble

Elizabeth Finn, managing director of Cowan London, says NO.

This was a great idea to get a lot of publicity for the brand and its chairman, Tim Martin. Nonetheless, in the twenty-first century, withdrawing from social media because people “spend too much time on it” seems a rather incredible reason.

Maybe the truth is that Wetherspoons didn’t feel it could sell more by being on Twitter or hadn’t cracked delivering content relevant to its customers. But as a service business, removing the easiest way for people to give feedback and complain seems rather short-sighted.

The firm’s absence from social media doesn’t mean customers won’t be discussing the brand and complaining on Twitter – Wetherspoons is now just unable to respond.

It is interesting to note that Wetherspoons has not announced that, for the greater good, it is also getting rid of free wifi in its pubs. But that might have more to do with the effectiveness of the JD Wetherspoon app to drive food and drink sales.

Maybe someone should send them a strongly worded fax about it.

Read more: JD Wetherspoon is shutting down its social media accounts