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Tiffany outshines luxury competition on social media

December 28, 2015 01:44 PM
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Iconic jeweler Tiffany & Co. is outshining most other luxury brands when it comes to connecting with consumers via social networks, but luxury brands in general still lag other industries when it comes to social.

That’s according to the recent Total Social Rankings from marketing consultancy Engagement Labs, which measured more than 100,000 brands across Facebook, Twitter, Instagram and offline word of mouth and then ranked the top luxury brands across those four channels. The consultancy’s ranking is called an eValue score, which rates brands based on their level of engagement on social media generated by a community’s response to the brand’s posts; the speed, rate and quality of a brand’s responses to their followers; and overall impact of the posts by measuring the number of unique users who are exposed to a piece of content.

“Not only are these brands using social media to drive sales, but they’re also creating brand experiences that elicit desire and build brand affinity," Engagement Labs CEO Bryan Segal says.

Tiffany, No. 131 in the Internet Retailer 2015 Top 500 Guide, ranked second overall on Facebook and tops on Twitter among luxury brands, with high-end shoe brand Christian Louboutin leading the way on Facebook and coming in second on Twitter.

Engagement Labs, in a blog post announcing the study results, says Tiffany incorporates “a range of content including photos of celebrities purchasing its products, to user-generated content from popular fashion bloggers, as well as promotions for new products.” The blog also points to the success of Tiffany’s #WillYou campaign promoting its line of engagement rings.  

But Engagement Labs’ data found that luxury brands didn’t engage as much as other industries such as magazine and publishing, higher education, and news channels, though the company declined to provide more data on how far luxury brands are lagging.

"These luxury brands are missing out on opportunities to engage and activate audiences through two-way conversations,” Segal said. “By posting more frequently and responding to followers’ comments, luxury brands could elevate not only their online footprint, but also increase word of mouth conversations, and in turn build brand awareness to drive a path to purchase."

 

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