As Lush UK implements the change, how can it measure the effects of leaving social media on the achievement of its marketing goals?

Lush Fresh Handmade Cosmetics UK sells hand-made premium beauty products such as body washes, bath bombs, and face masks through 900 cosmetics shops around the globe. Until recently, it engaged customers with captivating Instagram posts, which contributed to its massive following of more than 570,000 people. Therefore, people were surprised when the company announced it was abandoning social media because it inhibited the firm’s ability to engage with fans. The announcement mentioned difficulties associated with talking directly to customers and challenges with changing algorithms the firm had to fight to appear in customers’ newsfeeds. “We want social to be more about passions and less about likes,” says Lush. Social media platforms order posts by relevancy rather than chronology, which makes it harder for many brands to appear in consumers’ social media feeds without paying to be there.