Macy’s, Sephora, Lancôme, and Michael Kors are ranked as Facebook “Geniuses” in the second annual L2 Facebook IQ Index, the New York-based luxury think tank that measures the aptitude of 100 luxury and prestige brands across Beauty, Fashion, Specialty Retail, and Watches & Jewelry.

The study, conducted in partnership with Buddy Media, ranks brand efforts across four criteria: Size & Growth, Engagement, Programming, and Integration, and each brand was scored against over 350 qualitative and quantitative data points, and assigned a Facebook IQ ranking of Genius, Gifted, Average, Challenged, or Feeble (a description we'd quibble with, by the way).

The rest of the top ten prestige brands in L2's new Facebook index? The envelope, please...Continue reading...

How to use social media is still a mystery for some brands, especially luxury brands. As one recent study reveals, one in five luxury brands on Facebook still don’t allow their fans to comment on their Wall.

That’s all scheduled to change this August when Facebook says it will require branded FB pages to allow comments, a move the site has already promoted to pharma brands — a change that could help the social network better engage users, especially as its growth rate has slowed for the second straight month.

L2 recently studied 100 luxury brands on Facebook in such categories as beauty, auto, fashion, spirits and Champagne, and jewelry. Companies that asked for fans to comment ranked higher on an engagement scale than the ones that didn’t encourage such behavior, the study found.Continue reading...

Luxury brands that don't allow fans to post comments on their Facebook walls score lower for engagement (and "Facebook success") than those that do.

That's just one of the findings from a new report that rates the Facebook savvy of 100 luxury brands across Auto, Beauty, Fashion, Watches and Jewelry, and Spirits and Champagnes.

The L2 "Prestige 100" Facebook report, produced in partnership with Buddy Media, gives top marks to  the top three brands on Facebook are BMW, Clinique, and Audi, #1-3 respectively. Each brand was scored against more than 200 qualitative and quantitative data points and ranked across four criteria: Size & Growth, Engagement, Programming and Integration.

Automotive and Beauty brands nabbed the top seven spots in the ranking, with the Watch & Jewelry industry earning the lowest average Facebook IQ. 

The Top 10 luxury brands on Facebook, according to the new report:Continue reading...