Far too many South African brands still don’t get social media and use it as a one-to-many loudhailer, little different from broadcast and print marketing in the last century. The key aspect of social media today is engagement and that only really succeeds when a brand listens to what its intended and unintended audience is saying and engages with them.
The above example from UK tampon brand Bodyform is a classic example of a brand listening and engaging. In October this year, Bodyform was gently lampooned in a Facebook post for misleading men about what happens to women when they get their period. The post received more than 100,000 likes and generated over 4,500 comments. Bodyform responded quickly in a way that continued the conversation. That is how social media should be handled.