Australian owned business, Frank Body, recently demonstrated
that you shouldn't be afraid to lay down the law on the rules
of acceptable communication on your corporate social media
Although only a few years young, the body scrub and skincare
products business boasts an impressive 657,000 Instagram Followers
(@frank_body). There's no doubt that they know how to make the
most of social media to spread brand awareness with their customer
A recent Instagram post by Frank Body acknowledged that there
was an issue with some of the content that their audience and
general Internet trolls posted on its Instagram posts as well as
images posted by other consumers who had branded their posts with
the Frank Body endorsed hashtags: #letsbefrank and
In the interests of full disclosure, I'm a fan of Frank Body
products and follow the company on Instagram so when I came across
their recent post on social media etiquette I thought it was a
humorous way of getting their message out, and something that would
be useful for other businesses to take note of.
Frank Body shared the cheeky Instagram post below, with the
comment: "people often seem to forget their manners when
it comes to the online world. So I've put together a few rules
to live by. Head to my blog to learn more.
People were directed to the
company's blog which listed Frank Body's 10
commandments for acceptable social media discourse. The post
appears to have been well-received by followers, achieving in
excess of 6000 'likes'.
In previous blogs, we've looked at various case studies
where businesses have dealt with specific incidents on social media
that had the potential to either make or break a brand's
reputation. In some instances businesses have done particularly
well in dealing with a potential social media crisis, on other
occasions the ball was dropped a little.
Many social media savvy businesses have implemented appropriate
strategies and policies geared at educating employees on the rules
of engagement in the online world. Sadly, businesses haven't
been as successful in communicating these same rules to consumers
engaging through their social media platforms.
This is concerning when you consider that Australian courts have
held individuals accountable for their posts or comments on social
media in circumstances where the offending content has been
established as being defamatory. I'm fairly certain that you
wouldn't want your business being perceived as endorsing any
form of online defamation, harassment or bullying so it's a
given that you should be a step ahead and take all necessary steps
to minimise the risk of exposure in what third parties post on your
corporate social media platforms.
Frank Body was able to use humour to communicate to its audience
about where the line in the sand is drawn - needless to say the
tongue in cheek approach (and more specifically the use of the
'poop' emoji) won't necessarily align with your
business' branding or image. However, the underlying principle
of setting a clear standard on what type of consumer communication
and engagement is acceptable in your online environment is
something that your business should do.
What you should keep front of mind is the focus on discharging
your corporate responsibility to those who wish to engage with your
brand via social media, and minimising the risk of exposure to your
business. If you can find a memorable or playful way of getting
your message across to social media users then from where I'm
standing this can only be a positive for your brand.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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