Whether you choose to embrace social media or not, it is making its presence known. It is at the point where corporate companies are changing things to encompass social media so to remain relevant. Companies are now having to think outside the box and be more creative!
Dove, a perfect example of a company that has readily embraced social media. Their Campaign for Real Beauty entails a number of social media vehicles that enables them to not only get messages out to a larger audience, but allows for customer interaction, via the discussion board found on their website.
The discussion board enables women of all ages to interact and discuss real beauty and all its aspects. The use of online discussion means that women are able to post their thoughts anonymously and make comments on other posts. The idea is to create free flowing conversation. Dove has not created this as a marketing strategy, it is one aspect of their Campaign for Real Beauty, which empowers women of all shapes and sizes, background, age, education etc., to be bold and find their inner beauty within a society that has become obsessed with image and perfection. Fashion and beauty magazines often have beauty discussions, i.e. questions and answers from the magazine's beauty expert. Print is limiting, whereas online discussion allows for two-way communication and interaction. The discussion board has 5 main subjects: Relaxed Confident Beauty, Treasures from the Heart, Reconnect or Ignore It? It's Up to You, Dieting: Don't Pass it On, and Lessons from Life's Playground.
This social media vehicle is excellent for the company to see what their customers are talking about. Again, it is a two-way communication between the customer and other customers, where the company is able to also look at the conversations taking place. What has ultimately happened with the discussion board is women empowering other women, discussing common interests and concerns regarding natural beauty. Women come together and discuss, but it is also the realization that other women have common views on how natural beauty has become skewed. I believe this is exactly what Dove's objective is, creating a place where women can talk, anonymously, about things on their mind.
While anyone can easily sign up, there does not seem to be a filter system where inappropriate comments can be factored out. It is literally an open discussion for women and is fixated on real beauty and being positive.
There are many beauty and health discussion boards out there, so many that it can be overwhelming and hard to find information and tips. One might look at this as competition, but the great thing about the Dove discussion board is that it remains true to the emphasis and equality of women. It also makes the brand much more 3-D in that the company is not only about selling products.
Check out my group member's posts on other social media vehicles Dove uses: Helen, Jordana, Julie, Kali, Natalie.
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