Ann Taylor LOFT's Facebook presence is a great example of social media done right. The LOFT Facebook page provides a variety of content, including photos and videos with information on trends and advice on how to wear them. They offer polls, discussion boards, fashion flipbooks, and links to their blogs and Twitter. The page's wall is filled with user comments. But where LOFT truly excels is by listening to their fans' reactions and responding to them appropriately.
Last week, LOFT created an album featuring a cropped silk cargo pant. The album showed a model wearing the pants to work, for an evening out, or on the weekend. The album received 84 comments- many of them negative. Fans complained that the looks were unrealistic and that the pants would not flatter the average woman.
Loft responded brilliantly. The Digital Programs manager posted on LOFT's Facebook wall acknowledging users' needs and suggested a solution: LOFT created new albums with three ways to wear the new cargo pants, but instead of using models, had LOFT employees, in a variety of shapes and sizes, from 5'3" to 5'10", and sizes 2 to 12, wearing the trend. The result? Positive press and kudos from customers. What a great example of a company who gains from listening to their fans.