BMW, Audi, Lexus top Facebook IQ study – Luxury Daily – Research
Automakers such as BMW, Audi and Lexus have three of the four top Facebook IQs based on innovative tabs, personalization and engagement, according to a study from L2 Think Tank.
Automaker Ferrari tied with apparel and accessories designer Tory Burch to round off the top 10. Other luxury brands granted the first 20 “genius” and “gifted” statuses were Lancome, Swarovski, Hugo Boss, Mercedes-Benz and Nars.
“The biggest differentiation from brands at the top and at the bottom is the sizable communities with a lot of engagement,” said Maureen Mullen, director of research and advisory services at L2 Think Tank, New York.
“The conversation around Facebook is shifting from amassing fans and likes to moving toward how you are going to activate the community,” she said. “A two-way communication is much different from traditional broadcast such as print, and as Facebook is moving out of its infancy and into its teenage years, brands are changing in how they are interacting with consumers.
“Brands that are successful are going to be able to tweak marketing messages to nuances on the Facebook platform in terms of dialogue, sharing and the authenticity of the platform.”