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Industry becoming more Facebook savvy

06 september 2012

Bead behemoth Pandora recently took the prize for the highest fan activity on New York digital think tank L2's Facebook IQ Index after seeing the most weekly fan posts in the index, writes.

According to L2, the Top 10 list is dominated by brands skilled at engaging visitors through user-generated content and local pages and posts. Pandora topped the index with 1,040 average weekly posts – the highest in the index across all categories. Last year, the company’s fan engagement ranked first in the jewelry category and third across all categories.

In addition, its 1,372,030 "Likes" as of May 2012 placed it third in the jewelry category and 10th among all brands.

"Pandora's Facebook page has the most active fans in the prestige industry, a testament to the brand's ability to leverage a tight-knit offline community into a highly-engaged online gathering," said Daniella Caplan, L2 associate and Facebook IQ Index research lead.

"Pandora is a fundamentally social brand,” said senior vice president of Group Marketing Mikkel Berg. “Our jewelry is both inspired by and created for women around the world, and Facebook helps us fulfill our ambition of helping women from all walks of life express their individualities and share their unique stories."

"The Facebook platform also offers a unique forum for facilitating dialogue between our customers – and provides real-time feedback that drives our innovation and improves our understanding of our customers' wants and needs."

L2 is a think tank for digital innovation based in New York. Its Digital IQ Index reports provide brands with a benchmark to measure digital competence against their peers.

For its part, citing IDEX Online and National Jeweler, says that watch and jewelry brands’ ability to amass a following and engage fans on Facebook has improved slightly, according to the latest analysis of the social media platform by think tank L2.

New York-based L2 recently released its 2012 “Facebook IQ Index” report, which is compiled taking into account four factors: size and growth of likes; fan reaction and interaction, the brand’s content, responsiveness and innovation and integration of Facebook across all digital platforms. The brands are scored based on this criteria and ranked into one of five classes: “Genius,” “Gifted”, “Average”, “Challenged” and “Feeble”.

Overall, watch and jewelry brands were dispersed evenly throughout the report, with seven ranking as Gifted, seven ranking as Average, eight ranking as Challenged and five ranking as Feeble. A slight improvement from L2’s 2011 Facebook analysis, when five brands were Gifted, and six each fell into the other three categories.

In addition, two of the industry’s most iconic brands, Bulgari and Cartier, showed marked year-over-year improvement, ascending from Challenged to Gifted.