Opinion: Lessons from Lush — why quitting social is a terrible idea

Earlier this month, UK-based cosmetics company, Lush, announced that it was quitting social media. While the reasons it gave for doing so — that it was “tired of fighting with algorithms” and didn’t want to “pay to appear” in newsfeeds — will be familiar to anyone who’s ever run a corporate social media account, they simply don’t warrant such drastic action, in my opinion. In fact, in doing so, Lush risks a slide into obscurity and irrelevance.