Posted by eireland 4 years, 5 months ago


Everything online is an invitation for conversation and that means endless opportunity to differentiate a brand when responding to feedback. It's a chance to produce emotionally intelligent interactions that show off the company's voice and personality. As Eric B. & Rakim would say "I know you got soul!"

A new to me oldie, but goodie, comes from UK-based Bodyform where concerned citizen, Richard Neill, had to get a beat off his chest on the feminine hygiene brand's Facebook page:

Within eight days of Richard's Facebook post, Bodyform responded with this YouTube video:

It's easy to see why this Bodyform video has more than five million views. Part of the content's brilliance is how simple it must have been to produce. I hear the biggest expense was the cost to pay the actress who played Bodyform's CEO.

A more recent example comes from the New York Times and editor Steve Kenny who added just the right amount of humor and self-deprecation to this story correction:

I love a reason to call attention to this phenomenal YouTube series. While I wouldn't recommend "Real Actors Read Yelp" as a tactic for how a restaurant should respond to customers, I do think it's a clever way to curate negative reviews in general:

I'm hoping these examples will dissuade companies from defaulting to a customer service cliché to try and turn a negative into a positive. Ask how you can best humanize the brand in a response? It doesn't have to cost millions of dollars, it doesn't have to take a ton of time, it just has to be right i.e. communicate who you are and what you're about.

I know you got soul.


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