We know you saw Bodyform’s video response to a “negative” Facebook rant recently, and we know you loved it. How could you not? The sanitary napkin company did just about everything right in its response and now is basking in the rays of positive comments and increased brand exposure. (See images below.)
But just in case you have somehow managed to avoid hearing about this delightful Facebook banter, we’ll sum it up for you. A British man posted on Bodyform’s Facebook page claiming tongue-in-cheek that the company’s advertisements, which portray menstruation as “a wonderful time of the month… [when] the female gets to enjoy so many things”, are all a lie. The post went viral almost immediately and within 40 hours had nearly 20,000 “likes”. A week later, the post vaunts nearly 90,000 “likes”, 4,000 comments and has been picked up all over the internet! Now do you get why we’re surprised that you missed this? Below is the original rant and the video response:
Turn the Tables with these Four Tips to Energize Your Social Media Rebuttal
So when a company gets a post like this, what is one supposed to do? Well, we recommend to follow Bodyform’s example and stick to these steps:
1.) Have a Sense of Humor!
There is a difference between an aggressive/hurtful rant and a consumer giving you a hard time in jest. When it’s the latter, take advantage of this opportunity to show that you are a human and have some fun! For goodness sake, don’t fail to respond and don’t take it too seriously. Social media is about being social (derrr) and people will connect with you better if you don’t act like a corporate machine.
2.) Don’t Shy Away from an Opportunity – Go Big or Go Home
Bodyform was handed an opportunity on a silver platter, so they went for it. It could have been easy for them to a.) Not respond, or b.) Do something that takes little effort, like comment on or “like” the post, but they didn’t. They recognized the opportunity, grabbed it by the horns and decided to take the time necessary to make a fantastic and quality video, which leads me to the next point…
3.) Present a Well-Crafted and Thought Out Response
It’s clear that Richard spent a little time dwelling on and drafting out his “rant”, and Bodyform responded on pointe with a video that clearly wasn’t just thrown together in 20 minutes. The filming was professional and quality, the faux CEO was a great actor, and the thought out script addresses Richard’s exact statements, includes a historical background to build the story (see 0:50 – 1:06), and even weaves in the feminine-product advertisement staple: blue water! Bodyform went above and beyond to create an amazing response.
4.) Respond in a Timely Manner
The time period between Richard’s Facebook post and Bodyform’s video response was just about one week. Any longer, and the response would have lost its steam. Any sooner, and it’s possible that the video might not have been as well made. (But, IF it was possible to turn the video around faster while still keeping its quality, that would be fantastic.) Just make sure that if you are responding to a consumer, do so within a time period that makes sense. Generally, the faster, the better.
Since Richard’s comment and Bodyform’s response, the page’s “people talking about this” numbers have soared to more than 85,000, and I expect we will hear more about this over time as this will likely go down in one of the best social media company responses in history.
The Exposed Golden Nuggets of Information
So what have we learned? Be a human and have a personable side, don’t be afraid to try something a little extraordinary when you have the chance, put in the effort, and be prompt in your response. As we have seen, the results can be priceless.
Consumer responses:
