According to recent news, coffee shops are expected to outnumber pubs by 2030. This undeniably has something to do with the Instagramability (not sure either) of pretty lattes and brick-wall-bearing coffee shops. Craft beer currently seems to be having its moment on social media too. Have Wetherspoons potentially missed a trick by closing down all of their social accounts? Here’s a couple of ways that they could’ve improved their social sitch.
‘Spoons had a total of 900 social media accounts. This was always going to leave the brand with a somewhat non-unified brand message and tone of voice. The pub chain has, in recent times, gained a level of notoriety with students and the younger crowd – had their rhetoric across digital platforms matched this, not only might their accounts still be in tact, but they might’ve found themselves with vast herds of young people inhabiting their establishments (albeit ironically, of course).
Twitter has speculated that the reason the accounts were deleted was to take complaints out the public domain, which to a degree, makes sense. However, for a plethora of companies, having a dedicated account for customer services, dealing with such complaints, has worked really well. The fact that the general manager from each and every one of their pubs was supposed to create emotive, engaging content and reply to tweets from dissatisfied customers, alongside the day-to-day running of a pub, seems pretty ridiculous.
Having the correct staff and resources dedicated to social media and leaving managers to do their actual job, is what ultimately, would’ve saved their online bacon.