It goes without saying that a brand’s Facebook, Twitter and other social streams should not exist solely as a means to push products at consumers. It takes subtlety, but some retailers are able to promote offerings in a way that doesn’t scream “SELL!” and still excites consumers, as evident through measured social engagement.
All of the Big Movers This Week on Media Logic’s Retail Social Juice Index (RSJI) were able to highlight their own product offerings while maintaining the week’s highest levels of fan interaction.
Tacori’s RSJI score shot up to 1129 points to snag the top spot with a photo of the brand’s bread and butter—engagement rings. The brand used Facebook Timeline to highlight the post while cross-promoting the brand’s Instagram account. The following day, unable to keep up the same level of engagement, the brand slid back down the Index to a more normal score and, as a result, took a second place on the Index’s Big Movers This Week. This is understandable, though — 70,000-like posts don’t happen every day!
But these weren’t the only two major moves the jeweler made on the RSJI this week! As evidence that sometimes fans really want to marvel at your goods, Tacori earned a third spot on the Big Movers This Week when it shared a shot of a second diamond ring and linked to its product page on the company’s website. Again, fans “ooh”-ed and “ahh”-ed over the beautiful piece of jewelry and gave it over 16,000 likes and 1,000 shares and comments!
Lego paid tribute to an American great with — what else? — a Lego man! The brand honored the first man on the moon following his recent passing with a short and sweet message and an image of an astronaut Lego man representing Neil Armstrong. Thousands of fans replied, thanking and paying respects to the hero. Some even asked the brand how and when they could purchase the featured Lego set. Over 50,000 liked the post, honoring both Armstrong and a brand known for making children’s dreams, like being an astronaut, come true… at least in their living rooms!
Tiffany and Co. earned the last spot on the Big Movers This Week. The jeweler, in keeping with the theme of the week, shared an image of the brand’s “local product”—a.k.a. blue diamonds and sapphires overflowing a blueberry basket. The basket full of gems representing blueberries were all a play on Tiffany’s signature blue, and fans loved it! Thousands shared, commented and liked on Facebook, while hundreds retweeted on Twitter!
Other retailers used similar tactics to push products without pushing fans’ buttons. Jewelers Blue Nile and Fossil scored high on the RSJI while promoting their rings and watches, respectively, and Shari’s Berries connected with fans over chocolate covered strawberries.
Certain industries, like the jewelry industry and others that offer instantly eye-catching products, are best suited for this strategy. But many other brands have perfected it, as well. Is your retail brand one of them? We can help!
[carousel size=”full”]