Body Form: Give Masterclass in leveraging Social Media

I was recently told by Richard Johnson from Pulse House that I simply had to check out Body Form’s latest response to a Facebook comment from one Richard O Neill.

So what did Richard ask on Body Form’s Facebook page that warranted a video response from the company that has subsequently gone viral?

The comment soon went viral and amassed over 90,000 likes– an impressive feat considering the company itself had 6,061 as of October 18th 2012. Bodyform posted shortly after the comment was left,

“We loved Richard’s wicked sense of humour. We are always grateful for input from our users, but his comment was particularly poignant. If Facebook had a “love” button, we’d have clicked it. But it doesn’t. So we’ve made Richard a video instead. Unfortunately Bodyform doesn’t have a CEO. But if it did she’s be called Caroline Williams. And she’d say this.”

See video below for the video in full.

Not only is this some incredibly clever marketing on behalf of Body Form, but also a masterclass in creating engaging content for social media channels. If it is accepted that the brand did not ‘plant’ the original Facebook comment, the viral video created by Body Form demonstrates how brands can harness and utilise the power of social on a spur of the moment interaction with their customer base.

Social media now allows 24 hour access to brands 7 days a week, and as such gives companies the opportunity to engage with their publics and create engaging content on a regular basis. When Richard O Neill posted up his Facebook comment, Body Form had the opportunity to take control of the situation in a manner which showed the brand in a positive light. This doesn’t always happen as I have recently seen a number of companies demonstrate on Facebook when a customer complains, the comment is simply deleted.

I would ALWAYS recommend any brands I work with to respond to any complaints publicly as not only does this solve the offending issues, but also lets current and potential customers know that the brand has a responsibility towards it customers.

Moral of the story, the individuals controlling your brands Facebook page are the front lines of your brands identity… so they better be good!

Love Niamh x


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