The Ancient Social Media Account - Giorgia Molinari

BRANDING CRIME #38

The Ancient Social Media Account

“We should be on every platform!”

How it kills

A brave intern creates a brand TikTok. Two posts in, they vanish.
The account remains, fossilized. A memorial to marketing optimism.
Every so often, an unsuspecting user stumbles upon it, like an explorer finding a cursed temple.
They pause. They squint. They scroll. Then they flee, haunted by the echo of hashtags no longer used.

What Works

If it’s abandoned, archive it. Don’t leave skeletons in the feed.
If you’ve left artifacts behind, add a signpost: “This account is no longer active, but thanks for the journey”.
Don’t chase platforms. Choose the ones you can sustain.
If you start a new platform, even as a test, commit to it, or shut the gates before the vines reclaim it.

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