There’s certainly been a backlash against social media, not just here in the U.S. because of electoral politics. There’s a tendency for niche groups to find each other, and find comfort, through the internet. Instead of having to blend in to location-based communities, it’s possible to find like-minded groups all over the world. And it’s possible to turn that into an echo chamber where we tune out those who disagree with us, and amplify the loudest voices of agreement. That breaks down traditional politeness. Some find solace in that and others frustration.

At the same time companies are frustrated dealing with social platforms, too. They used to invest heavily in building bases of followers, thinking it would pay marketing dividends for years to come. I remember airlines giving out miles just for following them on twitter or Facebook. What they didn’t realize at the time but seems obvious in hindsight is that it’s tough to make money long term on someone else’s platform. Instead of having an annuity stream of permission-based marketing, those followers are no longer free to communicate to. Platforms can charge to get a message out to followers companies have already paid to accumulate.

Meanwhile the tone of online conversation can be both negative and overwhelming. It’s tough to break through the clutter. Responding to criticisms online can be like Nozick’s proverbial glass of orange juice poured into the ocean. It doesn’t turn the ocean orange.

One company has just declared they’re going to do something about it. Via TravelZork, a UK cosmetics company has announced on twitter that they’re no longer going to participate on Twitter or other social platforms. Instead customer service will be through their own channels only (phone, email and live chat on their website). Oddly they say that’s because they “don’t want to limit ourselves to holding conversations in one place.”

We're switching up social.

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. pic.twitter.com/nJUzG0lham

— LUSH UK (@LushLtd) April 8, 2019

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 UK (@LushLtd) April 8, 2019

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.

— LUSH UK (@LushLtd) April 8, 2019

Over the next week, our customer care team will be actively responding to your messages and comments, after this point you can speak us via live chat on the website, on email at wecare@lush.co.uk and by telephone: 01202 930051.

— LUSH UK (@LushLtd) April 8, 2019

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

— LUSH UK (@LushLtd) April 8, 2019

I get the desire but ultimately I think you invest in communicating with your customers where they are. It’s only the largest brands that we interact with directly on a regular basis that can really get away with this, I think.

Customers will talk about their experiences with companies whether companies are part of the conversation or not. They may not have to provide customer service via social channels, but ignoring the conversation seems perilous.

Many brands find it effective to be on twitter if only to quickly flag complaints and get users to take those complaints to direct message rather than continuing a barrage of negative criticism. Ignoring social complaints means not being able to stop the complaining early. At a minimum it seems wise to subscribe to a tool like Dataminr and respond to things that are going to be stories before they’re stories.