I think that more companies will start to do this
Although I don't believe Mr. Martin's reasons for canning the social media accounts, I think that more companies will start to ease back on social media, as some companies appear to have to do more fire-fighting rather than doing anything useful.
I remember last Easter when the Daily Mail went all in at the National Trust for not putting the word 'Easter' in their egg hunt. The poor person running their Twitter account just spent all Easter issuing the same response to the angry gammon who were threatening to boycott the National Trust.
Since more websites now seem to have a live chat feature, I wonder if some companies might feel this was a less time-wasting option for them.