Retail brands that publish a small number of highly effective Facebook posts can generate nearly as much engagement volume as brands that rely on a quantity-driven approach, according to a recent report by Expion.
In the first half of 2013, Tiffany & Co. garnered the highest engagement ranking of any retailer—defined as fan actions per post—by focusing on relatively few but aspirational, high-quality, image-driven content. In contrast, Wal-Mart published more posts than any other retailer but generated far less engagement per post.
Overall, Tiffany & Co. had 5.3 million fan actions in the first half of 2013 and Wal-Mart had 11.8 million. However, Wal-Mart published nearly six times the number of posts in that time period.
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