Dove Social Media Audit
Written by: Leah Amaismeier
Whole Body Confidence
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Whole Body Confidence ˗ˋˏ ♡ ˎˊ˗
In this blog post, I have conducted a social media audit on the company ‘Dove’. I first started by collecting all of the most recent information for each of the six platforms they are active on and then analyzed the media’s performance regarding posts, comments, followers, engagement, and much more to end up with the results shown below:
Audit of Social Media
Starting with Instagram and TikTok, these two platforms are where Dove is the most active, and they receive the highest engagement. Their consistency of posting reels with an aesthetic approach and satisfying ASMR videos seems to be content that resonates with their audience. Their content is mostly product-centered while still promoting themes of self-confidence, empowerment, beauty, and fragrance. While they don’t do many influencer partnerships, one that stood out the most was their recent partnership with Crumbl Cookie. They collaborated to start a new line with Crumbl cookie-scented flavors. These two platforms seem to favor ambiance over direct product promotion.
Regarding Facebook, it shows that Dove’s posts are less impactful in terms of engagement and views. This is very surprising for the fact that this is the platform that has the most following Dove‘s comments on Facebook are filled with complaints and dissatisfaction, which might be the reason for the overall low engagement and low posts. However, Dove still takes the time to respond to the comments by saying how they will fix it and to DM them that way the customer can be assisted. The observation is that Facebook is not an ideal platform for Dove especially because of the minimal likes and engagement that they receive.
Facebook is very similar to Twitter as they also had the least engagement. However, Twitter focused mainly on body positivity and it’s partnerships, such as with Nike. They also had a strong focus on diversity and the Crown Act. With the minimal engagement, it must be that Dove’s audience is not connecting with their message. For the best interest of Dove they should either switch over their content to what their audiences want to see or maybe consider AI media.
YouTube is seen as a media for the company’s official commercials such as ones that are major like during the Super Bowl. This ties in with a traditional content style video, but doesn’t necessarily engage deeply with the community such as Instagram or TikTok. YouTube also has different tutorials and skin care tips regarding their products and which ones would be best for certain things.
Regarding LinkedIn, Dove utilizes this platform, mainly for accomplishments and beauty such as the body confidence sports program. It is used for the professional side of the company, which one would think is important, but it does not seem to be resonating with the audience. This platform could be changed maybe by posting content that could be useful to potential investors and other big companies
Observation of Social Media Care
Dove does an excellent job of responding to customers in a timely manner while managing its online reputation as they respond, very short and concise. They make people feel understood and heard by taking their requests and taking them into consideration at their convenience. When the company interacts with the audience’s comments, it shows personalization, care, and trust. Especially whenever the company engages in conversations, just genuinely talking about body confidence and body image. On TikTok, there are statements of excitement when talking about certain products that are only available in some areas, but then people also get excited and ask when that product is going to be in their country or area, which makes people want it more. They are honest and clear when addressing problems to make the customers feel valued. Regarding the book and strategies, Dove uses emotional engagement, transparency, social validation, and reciprocity. A main way to make customers feel heard and better about the situation is to always say that they will let somebody else in the team know about their request, which makes them feel heard and not dismissed.
Observation of Social Media Comments
Now incorporating ChatGPT into this blog, I posted on Chat some comments from each of the six platforms regarding Dove and asked Chat to analyze the comments and what are the top qualities as well as what are the most similar and top requests from people.
Some top qualities that people mention about Dove products is how many users praise Dove for their products being gentle on the skin, especially for sensitivity. Moisturizing and hydration to prevent dryness is a big topic while leaving the skin, soft and smooth. All of this is dermatologist recommended while having a fresh-smelling scent and a clean feel.
Some recommendations that users suggest regarding Dove products is the matching body lotions and oils, the new seasonal scent releases, the travel sizes, and the sensitive fragrance-free products.
Some other notable trends in the comments are talking about product loyalty, explaining how they have used Dove for many years, well that is a great compliment. There are also complaints about recent changes that customers have noticed regarding their formula. Some other trends are also how the product is very similar to the competitors.
Overall, Chat gave some positive, but also complaint comments, but it sounded like there were more trends on the positive side. The main problem is the accessibility of the product and how it is not in certain countries yet.
Closing Analysis and Learnings
Overall Dove social media shows that they do a great job promoting self-confidence and body positivity, as well as their products. Instagram and TikTok do the best marketing by sharing short but meaningful videos. There is always room to improve on LinkedIn and Twitter with more engaging content that the audience wants to see. When comparing to other companies, they focus more on skin care tips and influencer partnerships, which is what Dove could start doing more of. They could add more Q&A’s and interactive content to increase these numbers. Small changes can help Dove in the long run continue to grow.
For Dove:
Learning
With the aesthetic and appealing content, Instagram and TikTok, get the best engagement.
Recommendation
Work with more influencers that are popular and create AI generated content to reach more people
Learning
The content that LinkedIn post results if you were interactions.
Recommendation
Post more behind the scenes content and company related stories that are intriguing
Learning
Twitter is a great platform to be used for advocacy, but it does not seem like that is what the audience is looking for.
Recommendation
They could just respond to more followers and engage in the conversation that they are talking about to boost engagement
Olay (Competitor)
Learning
Focuses more on skin care tips rather than social and economical problems.
Recommendation
Be able to relay with the customers about the outside world, however keep it product related because that seems to be working
Learning
They hold strong influencer partnerships on their social media
Recommendation
Expand to the most popular beauty, influencers, and skin care experts to reach more viewers outside of just the popular trendy influencers
Learning
Promotes educational content for the reasoning of their products
Recommendation
Expand to tutorials, including experts with Q&A sessions that can be answered