UK high street retailer Lush’s announcement that it is to close its branded social media accounts was met with reasoned agreement from some industry professionals and by relentless incredulity from others. It is a decision that has proved highly controversial in marketing communications circles.

In this episode of the Digital Download Podcast, social media consultant Helen Reynolds and I debate whether Lush’s shuttering of its branded social media channels is sensible given the rise of dark social media channels and the poor visibility afforded to brands on social networks now, or something that will do nothing but alienate it from insight and customers in the long run. Above all, do customers actually care?

Here’s what is discussed in this episode:

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