The digital world can be harsh. Some people post appalling comments, as if manners or morals no longer apply. It really freaks me out. Is the digital space so grand and anonymous, that it encourages nasty and hateful behaviour?

Well, this weekend I was touched by a fantastic example of how we can change the (online) world into a better place. Maybe some of you have already read about it, but if not… this is what happened:

About a month ago, someone posted a photo about his encounter with a man dancing at a party. He wrote: “Spotted this specimen trying to dance the other week. He stopped when he saw us laughing,” and he attached two photos of that man.

He probably thought that he was very funny and cool by fat-shaming the man, but there was no applause. Thousands of people took a stand online against this cruel behaviour. It wasn’t long before Californian writer Cassandra Fairbanks launched an online campaign to find the dancing man, so she could arrange “something special” for him. Within hours, thousands of Twitter users joined the search #FindDancingMan. Cassandra then wrote the man an open letter with an offer to throw him a major dance party. The arms of the search reached all the way to London, where the dancing man was eventually discovered. He accepted the dance request and is due to meet his fans in Los Angeles for the ultimate dance off. Now even celebrities want in on the action. Pharrell and Moby already tweeted and offered to play at the dance party. And more and more celebrities are tweeting their sympathy and support.

What a beautiful story! It covers both the cruelty AND the beauty of what people can do on the Internet, with a happy ending.

This case shows the power and reach of people using the online world in a great way. And I hope it also inspires companies who want to connect with their target online. Why?

I believe that companies have a responsibility when they enter the online world. They should strive to make the (online) world a better place. Instead of limiting themselves to online information, product promo or “like & share” posts, these companies need to go beyond. Tell the many stories going on in and outside your company, show what you really care about. Be sincere and honest, set a great example and fill the internet with interesting, inspiring stories.

Secondly, team-up with your audience. Involve them, share ideas, cooperate and use the Internet to make a difference together. If you realise a change together, you create a unique and longer-lasting relationship!

Finally, you do not always have to be the instigator. Keep an eye out for interesting and attention-worthy issues online. Connect, support, and create alongside others. Just like Pharrell and Moby did with #FindDancingMan. I know they are stars, but these guys are also big brands and their support has not gone unnoticed.

I wonder how this story will proceed. Will #DancingMan and Cassandra fall in love, and live happily ever after…? Well, it doesn’t really matter, I think it’s already a great contemporary fairy-tale to tell our kids.