Facebook Fan Posts a No-No For 1 in 5 Luxury Brands
Social media’s inherent openness gives decision makers plenty of reason to be nervous. After all, it can be a scary prospect to give consumers a forum in which to say virtually anything about the brand, products, and employees. So the results of a new L2 study may not come as a surprise: 1 in 5 of the top 100 luxury brands still bars consumers from posting or commenting on the company Facebook Page.
L2, a digital innovation think tank, also compiled a ranking of those brands’ Facebook effectiveness based on size, growth, search visibility, engagement, and content. Again, not so surprising results: high-end brands that allowed audiences to comment had higher rankings than those who did not.
In August, Facebook will force brands to allow fans to post on company Walls. Any brand that currently doesn’t allow posts needs to plan now to handle the upcoming changes.
Check out details from Helen Leggatt on BizReport.