BMW, Clinique, and Audi nabbed the top three spots among a list of 100 prominent luxury brands for exceptional Facebook marketing, according to the newly launched L2 Prestige 100 Facebook IQ index, which ranks the Facebook aptitude of luxury brands.

The index evaluates luxury brands across five product categories (auto, beauty/skincare, fashion, watches/jewelry, and spirits/champagnes), and ranks them across four key criteria:

  1. Size, growth, and velocity of Facebook community.
  2. Engagement (fan reaction and interaction).
  3. Programming (content, responsiveness, and creativity).
  4. Integration of brand's Facebook presence with other digital platforms.

Auto and beauty brands led the Prestige 100 ranking overall, comprising the top 7 spots out of the top 15 (table below), registering the highest average IQ's across the four criteria. 

The watch and jewelry industry, which has approached digital with reluctance, according to the report, registered the lowest average Facebook IQ scores.

Below, additional findings from the Facebook IQ study authored by Scott Galloway, clinical professor of marketing at New York University and founder of L2, in partnership with Buddy Media.

Product-Related Wall Posts Generate Highest Interaction

The study also analyzed which types of brand posts generate the most Facebook "likes."

Wall posts about products highlights garnered the highest interaction rates—with with an average of 0.21% of the community "liking" or commenting on such posts—followed by posts about the company itself (0.15%), questions (0.14%), and special events (0.13%).

Wall posts related to contests and promotions registered the lowest interaction rates on average, 0.07% and 0.08%, respectively.

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BMW, Clinique, Audi Top Luxury Brands on Facebook

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