Five brands dominated the top spots on Media Logic’s Retail Social Juice Index (RSJI) this week. Interested in learning how the Big Movers This Week earned spikes ranging from 225 to 494 points? We’ve analyzed the social strategies that these retailers utilized to increase engagement and shoot to the top of the Index.
Tactic #1: Curate Content from Other Social Platforms
Build.com had an astounding 494-point score increase (up from only 28 points) after it showcased a photo of a modernized and intricate set of bunk beds that’s been gaining major traction on Pinterest! The stunning design of the photo appealed to the DIYers and home-improvement-focused fan base. The snapshot received nearly 50,000 likes – a 600 percent increase from the brand’s previous Facebook update. The virality of the post was momentous as thousands more shared and commented on the Pinterest photo.
Tactic #2: Combine “Call-to-Actions” with Current Events
Gilt Groupe came to the defense of U.S. gold medal winning gymnast Gabby Doulas as she received flack for the style of her hair while competing in the 2012 London Olympic Games. The online brand shared a photo of the superstar and simply stated, “Like this post if you think Gabby Douglas should wear her hair however she likes.” The Gilt Groupe fans spoke out for Gabby—over 100,000 liked the post to support the pint-sized gymnast. The thousands of likes was especially impressive as, up until then, the most popular update of the entire summer garnered only about 1,000 likes for the retailer. The brand’s call-to-action about the controversial and current topic was a smart way for the fashion brand to hop on the Olympic train.
Tactic #3: Relevant Photos Need not be Product- Centric
Advance Auto Parts knows how to engage its fans and regularly utilizes a wide variety of entertaining photos that have two things in common: (1) they spark conversation, and (2) they are relevant for the crowd without pushing the brand too hard. Advance Auto Parts scored yet another top spot on the RSJI’s Big Movers This Week when it asked fans to caption a new photo. These shared images continue to rack in the likes and comments, and the “gearheads” (as Advance Auto Parts kindly calls its fans) continue to participate in the caption creation fun. The brand wins by increasing engagement and awareness without have to “sell” to its likers.
Similarly, Wrangler Western recognized that it doesn’t have to share content about its clothing to appeal to likers. In fact, that’s not even the type of Facebook posts that excite the brand’s fan base. Instead, Wrangler Western asked its fans to name their favorite Western TV shows (and accompanied the request with an image of the classic Gunsmoke cast). Facebook fans from all over the country chimed in on the popular update.
Tactic #4: Tap into Fans for Inspiration
The last spot on the Index’s Big Movers This Week went to Hobby Lobby. The retailer asked likers to take part in “Show and Tell Sunday” by sharing images of their own arts and craft projects. Fans responded to the brand’s request enthusiastically! The retailer’s Timeline erupted with photos of past and present projects, many made with all Hobby Lobby products!