Section 1:Audit of Brand Accounts

General Analysis to the Excel sheet

Dove enjoys a strong and consistent presence on social media across various platforms, such as Instagram, Facebook, Ex (formerly Twitter), TikTok, LinkedIn, and YouTube, each grounded in its core concepts of reincarnating real beauty, self-worth, and inclusivity. On Instagram, Davex engages its 1 million followers with content that specifically promotes product use like their 24-hour lotion while displaying natural beauty featuring real people without any filters from diverse backgrounds, including people with disabilities and different cultures. The platform is dedicated to authentic storytelling that includes a noteworthy crumble cookie campaign where most interactions are positive and with Dove often responding back to customers. Facebook, with a fan base of 27 million, builds upon this theme in linking its branding to women's sports, advocating for no-filter images, and conducting inclusive campaigns like "Together we can end this," addressing topics such as racial equity and LGBTQ+ representation. While many users appreciate Dove's advocacy, certain posts are meanwhile seen as contradictory or political, showing the difficulty of talking about delicate issues while staying true to the brand.

On X, Dove's 17,000 audience interacts with many types of content, from sports-related posts to Q and A's to celebrity endorsements, such as Olivia Rodrigo promoting Dove products at the Met Gala, greatly increasing brand presence. TikTok, with 398000 followers, is invested in using creative content forms like ASMR product demonstrations, multi-angle body-scrub tutorials, and celebrating milestones, such as 20 years of the Real Beauty Campaign. This has led to a high level of engagement where the audience engages positively, providing thoughtful product suggestions. LinkedIn is a smaller community with 17000 followers and not verified, where Dove intends to become thought-leading in promoting professional dialogues around self-esteem, diversity, and anti-discrimination work. Other Linkedin posts like their take of AI on beauty standards support the ethical position of Dove, although engagement is rather thin. There is relatively less interaction compared to other channels.

With 172,000 subscribers, YouTube offers varied content, including humorous clips, sports, and educational videos that promote body positivity. Certainly one of the standout campaigns, “Dove vs AI Beauty Standards,” solidifies Dove’s commitment to real beauty by calling out distortion of images. However, comments on many videos are disabled, meaning a direct avenue of audience engagement and feedback is being completely missed. It is clear through all its channels Dove has been promoting a message of positivity, inclusivity, and self-esteem; however, the brand has encountered its hurdles in managing the perception fused with sensibilities of social issues. While its strong brand image creates loyalty from consumers, controversies stemming from several of its campaigns can have the potential of not just miscommunication but outright backlashes. Yet another opportunity is open for better interaction of customer engagement and product innovation, especially on TikTok and Instagram, through the very strategic Dove interactive content, thereby reinforcing the company to promote real beauty while grappling through the complexities of the modern social media landscapes.

Instagram

Dove also made posts like the Hype up Game to increase the community engagement and user generated content.By promoting users to celebrate each other in the comments,Dove fosters a space for uplifting and supportive conversations. Also, drive the engagement through the call to action.The post directly asks users to leave a comment and hype someone up ,which will increase the reach of the post.

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TikTok

On TikTok ,Dove leverages emotional storytelling ,such as reimagining Bruce Springsteen’s Born to Run for a body campaign ,resonating deeply with audiences.

This is a video posted by Dove on its TikTok account.The caption says”Dove Beauty & Personal Care © • 2-7 In case you wanted more We are honored to have partnered with @herofficial to reimagine Bruce Springsteen's iconic 1975 track 'Born to Run', 50 years after its original release. An anthem for the next generation of young athletes to build body confidence, because 1 in 2 girls who quit sports are criticized for their body type. Let's #KeepHerConfident.”

Video Analysis

This post effectively combines nostalgia, social impact, and brand messaging to engage its audience. Here’s a breakdown of its strengths and areas for improvement: Strengths: 1. Cultural Relevance & Emotional Appeal – By referencing Bruce Springsteen’s Born to Run, a widely recognized and beloved song, the post taps into nostalgia and a sense of legacy, making it emotionally compelling. 2. Social Impact – The post highlights a real issue—body image criticism leading to girls quitting sports—which aligns with Dove’s long-standing commitment to body positivity. This makes the message feel authentic and purpose-driven. 3. Concise & Clear Call to Action – The hashtag #KeepHerConfident serves as a rallying cry, encouraging engagement and reinforcing the campaign’s mission. 4. Strong Brand Alignment – Dove is known for advocating body confidence, and this partnership with an artist to address a social issue feels like a natural extension of their brand values.

Section 2: Observation of social media care

When it comes to Dove’s customer service ,they used couple strategies we learnt about in the class to assist their clients.The first thing they did was that they respond quickly to Customer Concerns.In one of the posts ,there was a customer concerned about the antibacterial body wash.In response to the customer's sentiments concerning the antibacterial body wash, Dove said they appreciate it and requested him to take the conversation into the DMs.This shows how their dealing with any negativity in the comments increases customer sentiment without the need to escalate such issues further in public.Also,By asking customers to send a DM means the conversation takes place on a one-on-one basis, which enables personalized support and offers opportunities to fix things.Not only they care about responding to bad comments, but also they care about responding to negative comments

Dove doesn't just answer complaints; they also respond to the good stuff by thanking users and even complimenting themAfter a customer commented on the amazing body wash, Dove went on to respond with a wink, saying, "You have a wonderful taste," which cultivates affection and certainly warmness in the brand.That makes the customers feel appreciated again and become loyal to the brand.

Section 3:Observation and analysis of social media Comments.

Across Dove’s social media platforms, consumers frequently highlight the brand’s dedication to promoting real beauty, self-esteem, and inclusivity. Many comments commend the gentle and moisturizing properties of Dove’s products, particularly the body wash, lotion, and scrubs, which are often described as perfect for sensitive skin and effective in keeping skin hydrated.The promotion of body positivity and diversity—showcasing individuals of various body types, abilities, and cultural backgrounds—strongly resonates with the audience, resulting in widespread positive feedback. Regarding user-generated ideas, many consumers suggest that Dove expand its product line to include more options for specific skin types, such as hypoallergenic or fragrance-free products, along with environmentally friendly packaging. Some comments propose interactive social media campaigns, like “real beauty” challenges or self-care routines featuring Dove products, to enhance engagement. TikTok users, in particular, recommend more ASMR-style product demonstrations and tutorials, given their popularity on the platform. Others have encouraged Dove to partner with mental health organizations, aligning with their long-standing focus on self-esteem and emotional well-being. A noticeable trend in the comments is the emotional connection consumers have with Dove’s core messaging. However, some users express concerns when campaigns address sensitive social issues, with feedback indicating that while many appreciate the effort, others feel it can be a delicate balance.

Some comments from the customers

from different posts .

Section 4:Closing Analysis and Learnings

Key Learnings &Recommendations for Dove

(1)Be more sensitive to reviews for social issues & diversity campaigns .Dove is great at inclusive messaging but some campaigns get blackash due to misinterpretation or lack of nuance .

(2)To reduce controversy and make it more relatable ,Dove could ask for audience input in the campaign development polls ,discussions that reflect racial, cultural,and political views .

(3)Dove should make more adverse content.The majority of the videos become redundant .

Key Learnings &Recommendations for competitors

(1) Authenticity beats Perfection

(2)Social impact messaging ,when aligned with your brand, drives community engagement.

(3)Interactive content drives loyalty

(4)Ask people to participate with hashtags and challenges ,and organic reach will grow.

Dove’s Social Media Audit:A Brand Championing Authenticity