Social Listening

The company I chose was L'Oréal. I chose this company because I use a lot of their products, specifically their makeup products. People online are mainly talking about how much they like L'Oréal's products and how they used them for years. 

The company's value proposition is to make affordable beauty products that are accessible to everyone regardless of social status, race, or gender. 

The Loreal line includes makeup, skin care, and hair care products. They are constantly marketing their products on their social media websites, pointing out new launches and their customer's favorite products. They also post about women empowerment and racial justice, showing that they are a brand that strives for equality. 

In terms of marketing Loreal is doing a lot of selling. They are not using stories to sell their product. Instead they use statistics and words like "dermatologist tested" to make customers think that their products work. They are trying to boost sales by their social media outreach. They are also engaging with their customers by responding to comments and complaints. I think that they are using basic marketing skills and that they could step it up by trying to tell stories about how their products make people more confident.  

When it comes to complaints this is what people are saying:

This is a message from Evie (@philliesiftv) to Loreal on Twitter. She is complaining about the hair dye that she used saying that it is difficult to get out. Loreal responds with a message telling her to call them so that they can help fix the issue. 

This is an exchange from a customer on the Better Business Bureau (BBB) website. Someone filed a complaint saying that they are experiencing hair loss from one of Loreal's hair products. Loreal responds by saying that they tried to reach out to the customer but never got a response. They also list their phone number so that the customer can call them. 

This is a shipping complaint filed on the BBB website. A customer is complaining about shipping issues and Loreal responds by issuing them a refund. 

I think Loreal (and other brands) should always respond to their customers complaints. I think that as a consumer it can be really frustrating to comment on an issue you're facing and have it ignored, so I think Loreal did a good job in that regard. They are also responding on the same medium as the complaints were, which makes resolving the issue easier for the customer. 

If I was the brand manager I would respond in the same way, although I would add some individuality to each response message to show that I actually read the complaint instead of responding to everyone using the same response. 

Through this assignment I learned that company's use social media in entirely different ways. Before I looked at Loreal I looked at Taco Bell, and they used a ton of stories to share their products. They also had some funny responses to customers which showed much more personality and showed how much effort they put into their social media profile.