TMCnet News
Land Rover, Louis Vuitton and Burberry Top Luxury Brands on Social Media According to New NetBase ReportNetBase, a global leader in social media analytics, released its 2018 Luxury Brands Report today. It found the top ten luxury brands on social media were Land Rover, Louis Vuitton, Burberry, Dolce & Gabbana, Mercedes-Benz, Christian Louboutin, BMW, Yves Saint Laurent, Audi, and Four Seasons. NetBase's rankings are based on an aggregation of the sentiment, passion, and volume around the conversation of the brands. The analysis of brands covered more than 227 million posts across categories including automobile, hotels, beauty, fashion, jewelry, and fashion among others. "Luxury brands have a specific target customer who is incredibly particular about what they shop for. Emotion and reputation are huge sales drivers for brands in this space," said Paige Leidig, chief marketing officer at NetBase. "Many luxury brands have high sentiment on social media, it is vital for CMOs and brand managers to understand how they can differentiate and drive positive consumer passion." Instagram was shown to be an effective but underused platform for many luxury brands. Instagram is the biggest single source for conversations around luxury brands, and for some over half of the conversation around their brand is on the platform. This was especially prevalent in the beauty, fashion, and high-end retail space, where it is the go-to social media platform for users to show off their purchases with the popular hashtag #OOTD (Outfit of the Day). Key Category Findings:
Methodology Indexing and social ranking is an average measure of actual position for each metric, with the largest, most positive, or most passionate brands ranking first. NetBase's analysis of brand performance (January 1, 2017 to January 1, 2018) looked at volume of conversation, reach, net sentiment, and brand passion as measured and analyzed through the NetBase platform. About NetBase NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses and connect with consumers every second. Its platform processes millions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation. NetBase is a trusted partner to American Airlines, Arby's, Coca-Cola, Ogilvy (News - Alert), T-Mobile, Universal Music Group, Walmart and YUM! Brands. Learn more at www.netbase.com or @NetBase.
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