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BMW, Clinique, Audi Top Luxury Brands on Facebook

June 8, 2011

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:

  1. Size, growth, and velocity of Facebook community.
  2. Engagement (fan reaction and interaction).
  3. Programming (content, responsiveness, and creativity).
  4. 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.

Below, additional findings from the Facebook IQ study authored by Scott Galloway, clinical professor of marketing at New York University and founder of L2, in partnership with Buddy Media.

Product-Related Wall Posts Generate Highest Interaction

The study also analyzed which types of brand posts generate the most Facebook "likes."

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  • by Nick Stamoulis Wed Jun 8, 2011 via web

    "20% don't allow fans to post on their walls"

    I find that very interesting. The whole point of social networking is connect with your customers, so why not let them post? I can understand that a company wants to monitor what it being said on their Facebook page as a way to protect their brand, but you can't really "do" social networking without the lines of communication being open.

  • by Tinga Wed Jun 8, 2011 via web

    I believe you can still comment on the posts they make and photos as well.

  • by David Stahl Wed Jun 8, 2011 via web

    What’s NOT surprising is that the top three do not make the top ten in “frequency of brand posts." It's another example where “selection” proves to be part of the formula for sustaining luxury social status. I follow VW (as well as BMW) because VW's FB prowess was highly touted by HubSpot but what I see is more selling than compelling content.

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