Valentine’s Day has become synonymous with gifts of chocolate, jewelry and flowers, so it’s no surprise that three different flower brands topped the movers and rankers of the week on Media Logic’s Retail Social Juice Index (RSJI). However, FTD, 1-800-Flowers and ProFlowers shared more than the floristry business last week, as unhappy likers overtook all three retailers’ Facebook pages. The brands’ walls were flooded with dissatisfied customers posting comments and photos about slow delivery times, poor flower quality and bad customer service. Despite efforts toward damage control, positive fan responses were swamped by complaints for several days surrounding the holiday.
But Valentine’s Day wasn’t disappointing for everyone: The Yankee Candle Company and Pandora Jewelry earned customer adoration, as likers shared warm wishes and photos of their newest Valentine’s Day gifts in the brands’ Facebook communities.
Baseball lovers had their own reason to celebrate: With Major League Baseball Spring Training just around the corner, the MLB.com Shop scored new likers with an email offering a special discount to customers who liked the brand on Facebook. As likers discovered that the “mystery discount” was a 20%-off coupon, they proceeded to share their enthusiasm for the promotion, and even more so, their support of their favorite baseball teams. The effort kept MLB.com Shop among the top-ranked brands on the RSJI for the remainder of the week.
Rounding out the top movers of the week was Swatch. The brand added photos that were shot and edited by fans on Instagram to its Facebook album “Swatch Fan Pictures on Instagram-Part 2.” The images earned nearly 10,000 likes and hundreds of shares and comments and inspired Swatch likers the world-over to express their love of the brand’s originality and unique designs.