How Effective is Dove's Social Media Strategy? A Brief Audit

After conducting a social media audit on Dove's FaceBook & Instagram, I have concluded which areas need improvement. Starting with their strengths, they have a strong presence on Instagram averaging around 2,800 interactions each post. The persona they built for their brand on Instagram comes across as very clean, neat, and centered around health and beauty; which is what you would expect the Dove brand to be. However, a major flaw I found was how their brand image on Instagram contradicts their brand image on FaceBook. On Facebook, they averaged only 1,400 and their 5 recent posts went back to October 2023. Most of Dove’s posts on Facebook were centered around more socially progressive topics such as women's sports, climate change, and raising awareness for animal cruelty. A brand needs to be socially aware and spread awareness about important issues, however, I believe that Dove can also capitalize on the younger generation that uses Instagram over Facebook to spread even more social awareness towards a more progressive audience resulting in a more stable brand image.