28 Sep '16, 8am

Chanel, Lexus top social media performers in fashion, automotive fields

Any brand can create a social media account, but using these platforms to create a natural extension of the label and leverage social clout to generate sales and loyalty is another matter, according to a speaker at Luxury Interactive 2015. Social media has shrunk the distance between brands and consumers, but bringing these parties closer together has also destroyed traditional business/customer relationships. To be successful on social media, consumers need to be treated like equals and people, otherwise social presence could, counterproductively, push consumers to competition (see story ). "Social media analytics is about measuring and understanding," said James Lovejoy, lead researcher at Brandwatch. "Luxury fashion brands generally aren't that active on social, but that doesn't mean they should ignore what's happening and being said about their brand online. "The oppor...

Full article: https://www.luxurydaily.com/chanel-lexus-top-social-media...

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