1 in 5 luxury brands on Facebook ban Wall posts
Facebook recently announced that, as of August this year, all brand Pages will be forced to allow fans to post on their Walls. Several brands, particularly those in the heavily-regulated pharmaceutical industry, prefer not to allow their fans to engage in this manner.
L2′s recent study of 100 luxury brands, the “Prestige 100”, across auto, beauty, fashion, jewelry, and spirits and Champagnes found that Facebook’s decision will be good for brand engagement.
After compiling their Facebook IQ ranking, which measures the effectiveness of a brand’s Facebook Page based on its size, growth, engagement, content, and search visibility, L2 found that companies that encourage comments to be left on their Facebook Page Walls ranked higher in Facebook IQ than those will a more closed policy or who didn’t allow users comments.
However, the study findings reveal that one in five of the 100 luxury brands, many of which are world leaders, do not allow fans to post on their Facebook Walls, suggesting the industry continues to treat the social network as a one-way communication channel.
“Fan posts create an additional layer of viscosity and authenticity on the Page and Pages with Fan posts also registered higher Fan interaction and engagement with brand-created content,” says the report (.pdf).
