Which Australian fashion retailers scored top marks for their social media engagement over Christmas?
Politix and Country Road had the most enviable
engagement rates on Facebook among Australian brands over the Christmas
period, according to analysis by ZenithOptimedia.
ZenithOptimedia's
SocialTools looked at how a brand's Facebook fanbase engaged with
postings made on Christmas Eve and Christmas Day by a community manager.
Politix had an engagement rate of 7.18 per cent while Country Road clocked up
5.92 per cent.
Beer brand Peroni Nastro Azzurro was third but was
further behind with 2.97 per cent while Pullman Resort Bunker Bay and Audi
Australia rounded out the top five.
For the New Year's period –
that is, posts made on New Year's Eve and New Year's Day – the Sydney
Swans' fan page led the charge with a 5.93 per cent engagement rate, followed by
fan page for Melbourne with 4.48 per cent. Crowne Plaza Terrigal, Crown Towers
and Ansell Condoms claimed positions three through five.
ZenithOptimedia's
analysis is not based not how many engagements a brand received overall
but on the number of engagements it elicited in proportion to its
fanbase.
The findings come after a recent incident in which retailer Just Jeans' Facebook page was 'hijacked' by a user over the holiday period.
The page appeared to have been unmonitored by the brand itself over the festive season.
This story first appeared on ragtrader.com.au sister website adnews.com.au.