Get a pad: note this social media life lesson from a feminine hygiene company

Warning – if the use of the word “penis” offends you, or the thought of natural bodily functions like “periods” – then don’t read on, though it’s probably too late.

A guy, of course it was a guy, complained to women’s hygiene product maker BodyForm on Facebook because their mystical picture of a happy period didn’t match the reality when he got a girlfriend. His post got more than 90,000 likes.

Here’s what he said:

“Hi , as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform , you crafty bugger”

Body Form responded.

We loved Richard’s wicked sense of humour. We are always grateful for input from our users, but his comment was particularly poignant. If Facebook had a “love” button, we’d have clicked it. But it doesn’t. So we’ve made Richard a video instead. Unfortunately Bodyform doesn’t have a CEO. But if it did she’d be called Caroline Williams. And she’d say this.

The advertising company behind the this move, Carat, has explained their rationale…

“Yulia Kretova, brand controller for Bodyform said in a statement: “We found Richard’s post very amusing and wanted to continue the positive dialogue around periods that this generated. Working with the brand for five years, breaking down the taboo around Bodyform and periods has always been a challenge, and I hope that we have started to address this. Carat has created an original and uniquely personalized response, brilliantly PR-ed by Myriad, allowing Bodyform to quickly engage in consumer conversations in a meaningful way.””

It’s no secret that social media requires respond to criticism with personality – it’s much easier to do this when the criticism is humourous, because everybody wins – the guy who posted the initial complaint gets some attention and a brief moment of internet celebrity, the company comes off showing a human side, and we all get a laugh. Everybody wins.

It’s harder when the criticism is serious and substantial. Getting tone right is important – you don’t want to mock the people who are concerned about a big issue. And it pays to have developed a voice and personality for your online presence before you get hit with a big complaint, so that people can see you’re being consistent and authentic with your brand, and your dealings with customers, not fake.

Body Form smashed this one out of the park, it gives them something to build on, like Old Spice a few years back.

Probably the most helpful thing I’ve read on developing and maintaining a social media personality is the book Likeable, which I reviewed here, and another book, called Platform: Get Noticed in a Noisy World, by Michael Hyatt – that I’ve been meaning to review for a while. This is useful stuff when it comes to responding as a brand, and interacting with people in a way that wins them, and others, to your cause.

But it doesn’t really help when the criticism is nasty, personal, or just down right wrong. All of these are frustrating. All of them happen on the internet with alarming regularity that leaves you despairing about the corporate human intellect. Treating people like they’re dumb, or responding in kind, is a pretty quick way to lose friends and alienate everybody.

This got me thinking about how I deal with criticism. I’ve been struggling with this in recent days – particularly some of the comments here, but I’ve been struggling with it for much longer – because I’m a creature of pride, with a quick tongue (and fingers, when it comes to typing).

It’s easy to talk about dealing with criticism well online – in my experience it’s incredibly difficult to do, especially when you feel like you’ve been involved in the criticism personally. I tend to write passive aggressive posts here, and try to respond to comments in a gentle way while gritting my teeth and wanting to reach through the screen and throttle the person who has dared to attack me, sometimes the anger and hurt comes through – but this is not the way. Responding with actual love and concern for the person you’re responding to is a better way.

I should keep these Proverbs in mind when I’m responding to people:

A gentle answer turns away wrath, but a harsh word stirs up anger – Proverbs 15:1

A hot-tempered man stirs up dissension, but a patient man calms a quarrel- Proverbs 15:18

This bit from James 1…

19My dear brothers, take note of this: Everyone should be quick to listen, slow to speak and slow to become angry, 20for man’s anger does not bring about the righteous life that God desires.”

And this great bit from Romans 12…

14 Bless those who persecute you; bless and do not curse. 15 Rejoice with those who rejoice; mourn with those who mourn. 16 Live in harmony with one another. Do not be proud, but be willing to associate with people of low position. Do not be conceited.

17 Do not repay anyone evil for evil. Be careful to do what is right in the eyes of everyone. 18 If it is possible, as far as it depends on you, live at peace with everyone. 19 Do not take revenge, my dear friends, but leave room for God’s wrath, for it is written: “It is mine to avenge; I will repay,” says the Lord. 20 On the contrary:

“If your enemy is hungry, feed him;
if he is thirsty, give him something to drink.
In doing this, you will heap burning coals on his head.”
21 Do not be overcome by evil, but overcome evil with good.

I’ve got to admit – part of me enjoys the idea that by responding in love you make the person who is attacking you feel uncomfortable, and in some way you’ve got to imagine the guy who wrote that post to Bodyform, while enjoying the response, feeling a little uncomfortable with both the attention he received, and the amount of effort the company went to to respond to his joke.

But the ultimate way to respond to criticism, joke or otherwise, is modelled by Jesus while he’s on the cross. Beside criminals – being taunted, having his clothes gambled for, dying (Luke 23:34).

“Father, forgive them, for they do not know what they are doing.”

I wish I was better at that.

7 Comments Get a pad: note this social media life lesson from a feminine hygiene company

    1. Nathan Campbell

      I wasn’t sure whether or not to acknowledge where I got this from Ali… but thanks for the tip.

  1. Chris

    Turns out the guy Richard, works at the company I’m at in the creative dept. Haven’t met him, but I like his style of thinking…

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