Chanel Fall Winter 2016 ad campaign
Social media behavior varies across industries, with product categories showing different levels of maturity and diverse priorities, according to a new report from Brandwatch.
Whether brands like it or not, consumers are creating a conversation around their name on social media, giving brands an opportunity to learn about their audience by listening.  Brandwatch?s rankings put these conversations in context, allowing brands to see their own activity and that of their category against other industry?s conversations.
?Luxury fashion brands use social media differently than other industries in that?they don?t,? said Alex Jones, lead researcher for Brandwatch.
?Their activity on Twitter makes up less than 1 percent of the conversation,? she said. ?On average, they have the most followers on Twitter out of all the industries we analyzed, but because they fail to post social content, they get among the fewest @mentions each day and below average replies and retweets.? The Social Outlook analyzes 115.5 million social mentions across 15 industries, looking at content directed at 450 brands. Brands are ranked based on social visibility, general visibility, net sentiment, reach growth and engagement and content.
The luxury fashion industry?s aversion toward social media is softening, with those who have actively strategized for social channels seeing the best results.
Luxury fashion tied with alcohol brands for the highest net sentiment scor...