The Retail Social Juice Index Spotlight: Weight Watchers, Hobby Lobby, Blue Nile and Timberland
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Takeaways from this month's RSJI spotlight include the following:
- Embrace your brand's cycles and calendars. Know the times of year that consumers turn to you automatically, and prepare to welcome them in grand fashion. Go beyond "good enough" and, to borrow a word from Weight Watchers, attempt "amazing."
- Got a real-time social media crisis plan? (Good. We've covered that in previous columns.) Now, do you know when you won't be needing it — even if there's a big battle on your Facebook page? Hobby Lobby seems unphased by the social media bickering, which, in comparison to the $1.3 million a day in fines it's willing to accept for its stance, must seem like a tiny kerfluffle. If you're engaged in a battle you've chosen — and it's in line with what customers expect from you — there may be times when it's OK to sit back while fans defend your brand. But be careful. You're never off the hook for offensive remarks on your Timeline. Police those comments and posts!
- Photos aren't just for pretty brands, but it's no longer enough to publish images to get attention. Photos on Facebook are now commonplace, so your brand has to make its pictures extraordinary. Like Timberland and Blue Nile, know the pitch that will compel your unique fans to like, share and comment.
Media Logic's RSJI has been measuring social engagement for hundreds of national retailers since November 2011. Data for this post was compiled with engagement scores from the early weeks of 2013, and the brands featured spent more than that time with scores over 200, a hallmark of some of the most engaging brands on the index.
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Carolee Sherwood
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