Pub chain steps back from social media citing abuse and ‘addiction’
● JD Wetherspoon deletes hundreds of Facebook and Twitter accounts
One of Britain’s biggest pub chains has decided to erase its presence from social media, citing the addictive nature and prevalence of abuse on sites such as Facebook and Twitter.
JD Wetherspoon said the decision to close down the hundreds of accounts promoting its 900 pubs in the UK was in part a response to the trolling of politicians, although it did not cite any specific examples.
The firm said it did not expect the move would impact negatively on its business, but it has been accused of launching a publicity stunt.
In a statement, JD Wetherspoon’s chairman Tim Martin said: “We are going against conventional wisdom that these platforms are a vital component of a successful business. I don’t believe that closing these accounts will affect our business whatsoever and this is the overwhelming view of our pub managers.”
He added: “It’s becoming increasingly obvious that people spend too much time on Twitter, Instagram and Facebook and struggle to control the compulsion.”
In the wake of his announcement, the social media profiles for the majority of the chain’s 72 pubs in Scotland were deleted, but the Twitter profiles for several Wetherspoon pubs, such as the Sir John Moore and Hengler’s Circus in Glasgow, the Standing Order in Edinburgh and Archibald Simpson in Aberdeen, remained active, even though although many have not been updated in weeks or, in some cases, months.
Compared to other major businesses, the pub group amassed only a limited following on social media, with 44,000 followers on Twitter and 100,000 on Facebook. In recent years, its channels have routinely dealt with customer complaints instead of brand building.
André Spicer, professor of organisational behaviour at City University London’s Cass Business School, said: “They had few followers on their channels and their customers don’t care about the firm’s social media profile.
“They’re not lured into their local establishment because of a fancy Facebook page. They go there for cheap beer and food.”