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Takeaways from this month's RSJI spotlight include the following:
- Pay attention to what's going on in the world. Brand gaffes make headlines. Though it posted about its "Dark Knight" promotion nearly every day for its duration, Spencer's showed sensitivity by pulling it back for a few days following the tragic events in Aurora, Colo.
- Closely monitor your flow of content. Are you posting enough? Maybe too much? All three brands in this RSJI recap tend to post fairly frequently: Tacori posts one to two times on weekdays; Spencer's posts one to three times daily; and AutoZone posts three to four times a day (though less on the weekends). With the exception of Tacori's product posts, the most repetitious content seemed to have the lowest engagement. Is it necessary to duplicate the same promotion every day? What kind of posts are valued and at what pace? Know where your fans draw the line, then honor it.
- Don't treat promotions like they're from another planet. Invest as much creativity in them as you do other content. The popular notion is that fans want discounts and free stuff from the brands they "like," yet each of these brands experienced lower engagement with contests and promotions than they did when having plain old fun. Know what resonates with your fans, then infuse your promotions with the same juice. Can your promotions be funny? Edgy? Yes, fans want swag, but they want reasons to be excited about it.
Media Logic's RSJI has been measuring social engagement for hundreds of national retailers since November. Data for this post was compiled with engagement scores through July.
The Monthly Retail Social Index Spotlight: Tacori, Spencer’s and AutoZone
Takeaways from this month's RSJI spotlight include the following:
Media Logic's RSJI has been measuring social engagement for hundreds of national retailers since November. Data for this post was compiled with engagement scores through July.