Stop Shaming Companies that Bail on Social Media and Content Marketing

It’s time to talk about a trend that’s been bubbling up in the marketing world over the last year, and frankly, it’s getting exhausting. I’m talking about the public shaming of companies by industry leaders whenever a brand decides to scale back or pivot its social media and content strategies.

LUSH UK

LUSH posted a thread explaining why they were stepping away from traditional social media. It was a thoughtful, transparent look at the challenges they face as a business and how they intend to respond.

But if you look at the replies from some marketing experts, you’d think LUSH had committed a corporate crime. The criticism wasn’t just loud; it was negligent.

The CBD Oil of Marketing

We’ve reached a point where social media and content marketing are being sold as the CBD oil of business—the miracle cure for every ailment.

The Reality: Just because someone makes a living selling social media doesn’t mean social media works for every business. It doesn’t.

I’ve been a Fractional CMO for over a decade. I’ve worked with global giants like Dell, GoDaddy, and Chase, as well as local roofing and pest control companies. For some, a robust social strategy is a goldmine for ROI. For others? It’s a black hole for resources.

Even for my own business, the math doesn’t always add up. I’ve spent an inordinate amount of money on full-time designers, videographers, and social consultants. While it built awareness, it didn’t pay the bills. Eleven years in, I can tell you that word of mouth (WOM) and networking generate more revenue than a daily blog post ever could.

What Actually Moves the Needle?

When I advise my clients, I don’t look at what’s trending on LinkedIn; I look at what generates returns. Here are a few examples of unfashionable strategies that outperformed social media:

• The Power of the Physical: For a tech company recognized for innovation, we ditched the digital noise and mailed brochures to executives. Why? Because decision-makers weren’t on X; they were in their offices. It worked.
• The “Old School” Hustle: I know a company that doubled its business with a terrible website and zero social presence. They used cold calling to close $8 million in business last year.
• High-Touch Service: Some brands, much like Zappos or Apple, invest heavily in customer success staff instead of content creators. They turn customers into advocates through experience, not tweets.
• Hyper-Local Tactics: For a roofing company, door hangers after a storm provide a massive ROI that Facebook ads can’t touch.
• Quality over Quantity: For a resource-strapped startup, we 1d content production and spent a full month on a single, high-value piece. It drove more MQLs than a year of fluff.

Stop the Shaming

Every business has a unique cocktail of budget, competition, and industry regulations. Shaming a company for moving resources from social media to customer service or conferences is irresponsible—especially when that criticism comes from people who have no insight into that company’s P&L.

If you’re a marketer attacking a brand because they aren’t using the tools you sell, you aren’t being an advocate for the industry; you’re just protecting your paycheck.

My Advice?

Instead of mocking companies for pivoting, go find the clients who actually need what you’re selling. Not every business fits into your social media box—and that’s okay.