Social media marketing can be a tricky concept for businesses to navigate and while it is playing an increasingly important role in digital marketing, businesses need to ensure that they are using it in an effective manner. Social media marketing requires constant monitoring and upkeep to ensure that the brand is working proactively in engaging consumer interest.
A recent example of a brand that effectively utilised social media is ASOS. Some of you may have heard the story about a woman who was shamed on Tinder for her choice of dress.
Thea Lauryn Chippendale decided to share a screenshot of the exchange on Twitter where she effectively went viral with thousands of users tweeting responses to her post along with news articles written about the exchange. ASOS – who was the brand who made the dress – reached out to Thea directly and made her one of the models for the dress on their website and shared the link on their own social media. Social media users were thrilled with ASOS’ response with their post attracting over 20k likes and thousands of comments.
Through the effective use of their social media channels, ASOS was able to connect with customers in a meaningful way and leveraged the responses they received as a way of creating effective relationships with their customers and generating positive brand awareness. Some of the comments said that they were more likely to shop at ASOS simply as a result of this exchange.
With the growth of social media, exchanges like these are not uncommon for businesses as consumers are able to directly engage with brands and receive responses. It definitely solidifies the strength of social media marketing as a tool that when used effectively, can generate returns for businesses.
Can you think of any other examples of businesses that have used social media marketing effectively?
Chauntelle's Digital Diary 
Loved this post! I think ASOS successfully interacted with their customers and their informal response and action taken definitely boosted their brand image and awareness! Boost tends to interact with their customers in an informal tone (e.g. relying to comments) which I think is also very successful.
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Thank you! I agree – ASOS’ response really suited the situation and evidently, customers thought so too! Boost is also a really great example – I love reading their responses to customers and their informality definitely offers a more refreshing and relevant approach that perfectly suits their brand. 🙂
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What a great response from ASOS! This level of interaction really puts brands ahead of the rest. Also, popular brands that are consistent in their image on social media and posting schedule seem to be using such platforms effectively 🙂
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I think social media definitely facilitates interactions such as these and brands should encourage consumers to engage with them through these platforms in a way that best suits their brand image. Thank you for the comment! 🙂
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Good read! I love how ASOS used this situation to delight the customer and also promote themselves 🙂
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Thank you! I think ASOS’ response to the situation definitely worked in their favour and benefited the brand whilst also simultaneously making a customer happy 🙂
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Great post! Humanising a brand with such empathetic response makes them relatable and relevant. Consumers would possibly rather buy from a brand who they feel connected to than an apathetic brand.
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Absolutely! I would much rather purchase from brands that relate and are connected to their customers than those that are not. Thanks for the comment! 🙂
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