Proponents of brand engagement using social media got a big lift this week when the LOFT Facebook page used its own employees to model a new pair of pants they loved. The clothing company posted images of a model in cargo-style silk pants, to which fans commented that they wanted to see the pants on "real women."

Ann Taylor employees subsequently uploaded images of staff members, who ranged in size from 2-12, modeling the pants for the LOFT Facebook page. LOFT's prompt and thoughtful response was exceedingly well-received by fans, indicating the power of listening to one's audience.