Today, L2 released its annual Facebook IQ Index report, a benchmarking of 100 luxury brands in the Beauty, Fashion, Specialty Retail, and Watches & Jewelry industries on Facebook, the world’s largest and most popular social media platform. In addition to grouping these brands, according to their ranking, into the categories of Genius (4 total), Gifted (34 total), Average (30 total), Challenged (22 total) and Feeble (10 total), the report also includes extensive analyses of trends, year-to-year data comparison, brand case study highlights (“Flashes of Genius”), and much more. The IQ scoring for this particular report took into consideration more than 350 qualitative and quantitative metrics across: Size & Growth, Engagement, Programming, and Integration.
L2 researchers found that Facebook fan growth in 2012 is strong, despite a near 50 percent decline in luxury brand engagement with these larger communities. Touted as the platform’s next big thing, Timeline has not proven itself to be much of a growth driver for Facebook. In fact, luxury brands added 125 percent more fans in the 50 days prior to Timeline’s launch than they did in the 50 days following the mandatory switch. On the engagement front, there were some surprising findings, most notably that one-third of luxury brands still don’t allow fans to post on their walls and more than one-fifth still do not engage in any direct community conversation.
The top 10 brands from this year’s Facebook IQ Index are shown below:
To learn more about this report and the L2 research methodology, watch this video:
Available in its entirety only to L2 members, an excerpt of the study, along with a summary of findings and a table of contents, can be downloaded by anyone here.