When Social Juice Turns Sour: A Less Than Merry Holiday for Lowe’s

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Lowe’s Home Improvement shot to the top of Media Logic's Retail Social Juice Index, breaking all kinds of records—for all the wrong reasons. In case you missed this story, say, because you’ve spent the week in a sensory deprivation tank, here’s the short of it. Lowe’s had purchased time and was running spots on a new TLC reality show titled “All-American Muslim.” This ad buy evidently generated a number of complaints, whipped up, it appears, by a relatively (previously) unknown conservative group called The Florida Family Association. According to most reports, Lowe’s pulled its ads in response to these complaints. This action generated a firestorm. Lowe’s RSJI score jumped 330 points to 391 on Tuesday, December 13. It jumped another 97 points on Wednesday, and then spiked a scary 469 points on Thursday, topping out at 896. (For comparison, the average RSJI number for 408 brands currently being scored by Media Logic was 46 on Thursday. The #2 brand on the Index, American Girl, scored 267. The previous record high score was 450, again by American Girl.) Lowe’s number is clearly exceptional. And in this case, it is exceptionally bad. The question is, can it teach us something?

Should Brands be Chicken When It Comes to Facebook?

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Does sentiment drive openness or does openness drive sentiment? There is no easy answer to this “chicken or egg” question. But there is no question social media is opening up (a quite public) window on the relationship between top retail brands and their customers. And though it is not necessary for retailers to prioritize openness – say, by defaulting likers to a “Top Posts” Facebook wall – not doing so (or being unable to do so), particularly when key competitors can, says something about a brand and offers clues as to how that brand operates in social space. Media Logic has just completed a quick analysis of the relationship between brand sentiment/passion and the willingness of brands to prioritize customer posts on an open Facebook wall. We examined brands in three retail sectors – Department stores, Discount and Value stores and Hobby stores.

Media Logic Retail Marketing Report Update: 15 Retailers Beat the Facebook Trend

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Walmart makes a big jump on both Facebook and Twitter. Bass Pro Shops, New York & Company, Pottery Barn, Gymboree, Lane Bryant, Ann Taylor, Williams-Sonoma, Chico’s, Macy’s, Bebe, Cabela’s, CVS, Banana Republic and Bed Bath & Beyond also show strong 2011 growth. Meanwhile, Kohl’s, TJ Maxx, Lowe’s, Walgreens and J. Crew flatline.

It took a bit of work to separate wheat from chaff for the January-to-March update to the
Media Logic Retail Marketing Report. Most tracked brands experienced a slowdown in fan acquisition after the holidays. But 15 retailers defied the general trend and posted continued fan base growth into the first months of 2011. What did they do? And what can we learn? Gain access to the full article to discover what retail sectors and social marketing strategies are yielding the greatest growth on Facebook. Plus, view the complete Liker growth chart for the 100 surveyed retail brands. Get the Full Article »

Media Logic Retail Marketing Report Update: 15 Retailers Beat the Facebook Trend

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Walmart makes a big jump on both Facebook and Twitter. Bass Pro Shops, New York & Company, Pottery Barn, Gymboree, Lane Bryant, Ann Taylor, Williams-Sonoma, Chico’s, Macy’s, Bebe, Cabela’s, CVS, Banana Republic and Bed Bath & Beyond also show strong 2011 growth. Meanwhile, Kohl’s, TJ Maxx, Lowe’s Walgreens and J. Crew flatline. It took a […]

Social Media Will Impact Your Business – Just Ask Rock Art Brewery

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Social Media Will Impact Your Business – Just Ask Rock Art BreweryNormally, when a company has its legal office fire off a “cease and desist” letter, it expects compliance – especially if it is a billion-dollar corporation. However, the days of a quick hit of the “easy button” to keep your brand’s death grip on perceived intellectual property might be over, especially if you tweak the wrong tribe.

Stop the Social Media Madness

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Stop the Social Media MadnessMarketers have been expending an enormous amount of energy reporting on and discussing social media marketing. News outlets, forums, blogs and associations devote a huge amount of time and space to the topic – and there is no shortage of “solutions” being offered to help companies get the most out of social media marketing. But have you noticed the tone is starting to get a little desperate? Does it feel like we are using fear tactics to get the point across? I have to ask: Have we created mass hysteria over the subject of social media?