Which brands are performing best on Facebook? Among others, Macy’s, Sephora, Lancôme, and Michael Kors were singled out as “geniuses” in the latest study from L2 and social marketing firm Buddy Media.
The Index measured the “aptitude” of 100 luxury and prestige brands across beauty, fashion, specialty retail, and watches & jewelry on the social network.
The study — authored by Scott Galloway, New York University Professor of Marketing, a team from his L2 ad research initiative, and Buddy Media — ranks the prestige brands’ Facebook efforts across four criteria, including size & growth, engagement, programming, and integration.
“Facebook investors have shifted the measurement stick: from promise to performance,” said Galloway. “Similarly, the marketing and digital professionals at prestige organizations charged with building and engaging communities on the world’s biggest platform, will face heightened expectations and scrutiny.”
Each brand was scored against more than 350 qualitative and quantitative data points, and assigned a Facebook IQ ranking of Genius, Gifted, Average, Challenged, or Feeble.
The L2 Facebook IQ Top 10 remains dominated by retailers and beauty brands that have been adept at facilitating higher rates of engagement via user-generated content and local page posts.
The watches & jewelry industry, meanwhile, has the lowest average Facebook IQ, although they record the highest engagement on their pages.
Other brand standouts included IWC, Smashbox, Swarovski, United Colors of Benetton, El Corte Inglés, Estée Lauder, and Pandora.
Also worth noting, while community growth is up, engagement across prestige communities has declined, with the average interaction rate or the percentage of the community liking or commenting on brand posts declining almost 50% year-over-year.
The move to the Timeline interface in and of itself does not appear to be a growth driver, while prestige brands added 125% more fans in the 50 days prior to the Timeline launch than they did in the 50 days after the mandatory switch to the new interface
Meanwhile, more than 20% of prestige brands still do not engage in any two-way conversation, and one-third prohibit fan posts on their Facebook walls, the researchers found.