BMW, Clinique, and Audi nabbed the top three spots among a list of 100 prominent luxury brands for exceptional Facebook marketing, according to the newly launched L2 Prestige 100 Facebook IQ index, which ranks the Facebook aptitude of luxury brands.
The index evaluates luxury brands across five product categories (auto, beauty/skincare, fashion, watches/jewelry, and spirits/champagnes), and ranks them across four key criteria:
- Size, growth, and velocity of Facebook community.
- Engagement (fan reaction and interaction).
- Programming (content, responsiveness, and creativity).
- Integration of brand's Facebook presence with other digital platforms.
Auto and beauty brands led the Prestige 100 ranking overall, comprising the top 7 spots out of the top 15 (table below), registering the highest average IQ's across the four criteria.
The watch and jewelry industry, which has approached digital with reluctance, according to the report, registered the lowest average Facebook IQ scores.
Product-Related Wall Posts Generate Highest Interaction
The study also analyzed which types of brand posts generate the most Facebook "likes."