It was a big week for jewelers on Media Logic’s Retail Social Juice Index (RSJI): Bulgari and Cartier earned two of the top spots on the on the Index’s Big Movers this Week, while David Yurman was just barely edged out of the final position. Bulgari and David Yurman both relied on photos to spike their engagement levels, and they weren’t the only ones! Tiffany and Co., Pandora and Tacori made the list after sharing photos of their collections on Facebook. The larger images on Facebook Timeline are certainly helping these jewelry brands amp-up engagement levels, as the eye catching photos are now impossible to miss on the re-designed brand pages. But, Facebook Timeline can’t take all the credit for these brands dominating the RSJI. The retailers are effectively utilizing their engaging content in newsfeed, as well, since, according to Facebook data, photos drive two-times higher engagement than other updates to the site.
Switching gears, DSW took advantage of the NCAA tournament championship game to increase fan engagement levels by challenging fans to predict the game’s winner – a method that’s proven effective at encouraging liker interaction in the past. Those individuals who guessed correctly won a special surprise from the shoe retailer.
And the month of April is National Pet Month, which may be why PetSmart and Petco ranked at the top of the RSJI for the entire week! Both retailers shared photos and encouraged likers to post pictures of their own pets to the brands’ Facebook walls. The two retailers seemed to be taking notes from the same social media playbook, as they both used the “like-this-status” approach to amplify liker engagement. With status updates such as, “Is your pet your best friend? Like this!” and “Like this if your pet means the world to you,” both Petco and PetSmart earned thousands of liker responses.
Which fan base will reign supreme next week – jewelry lovers or pet lovers? Stay tuned to the RSJI to find out!