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Macy’s, the genius brand at top of Facebook IQ Index

Macy’s, Sephora, Lancome and Michael Kors are the most intelligent and best performing luxury brands on Facebook according to research from L2 and Buddy Media.

The L2 Facebook IQ Index ranked the Facebook marketing efforts of 100 luxury and prestige brands across beauty, fashion, watches and jewelry and speciality retail. The rest of the top 10 included IWC, Smashbox, Swarovski, United Colors of Benetton, El Corte Inglés, Estée Lauder and Pandora.

The research found that community growth has increased but engagement in prestige and luxury social media communities has declined with likes and comments on brand posts falling approximately 50% year-on-year.

Local Facebook pages for the luxury and prestige brands have grown at double the rate of global and US communities and showed 50% higher engagement. At least one local country page is now maintained by 41% of brands.

“Facebook investors have shifted the measurement stick from promise to performance,” says L2 founder Scott Galloway. “Similarly, the marketing and digital professionals at prestige organisations charged with building and engaging communities on the world’s biggest platform will face heightened expectations and scrutiny.”

More than 20% of luxury brands were also found to not engage in any two-way conversation with followers and a third prohibited fans from even posting on their Facebook walls.

“We’ve seen tremendous growth by prestige brands on Facebook, specifically as they expand globally,” says Buddy Media chief strategy officer and co-founder Jeff Ragovin. “The more these powerful global brands open up two-way engagement, create localised content, and amplify their efforts with social ads, the more return they will see.”

David Hing, London