BMW today announced that it was ranked first overall in the inaugural L2 Prestige 100® Facebook IQ, a new index that measures the aptitude of Prestige 100® brands across auto, beauty, fashion, watches & jewelry and spirits & champagnes categories on the world’s fastest growing platform.
BMW owns and maintains 54 separate Facebook pages pertaining to its various geographic regions, business segments and products, each of which were evaluated for this study.
“BMW is the ultimate social machine,” says Maureen Mullen, Director of Research and Advisory at L2. “The brand’s global page plays host to 5.5 million fans, and registered the highest engagement rate in the Index. With another 50+ Facebook pages catered to local markets and specific models BMW is driving away from the competition.”
Authored by Scott Galloway, New York University clinical professor of marketing and founder of L2, in partnership with Buddy Media, the index evaluates and ranks the Facebook efforts of prestige brands across four criteria: size & growth, engagement, programming and integration. Each brand was scored against more than 200 qualitative and quantitative data points, and assigned a Facebook IQ ranking of genius, gifted, average, challenged or feeble.
“We see social media as a key component to all of our marketing and communications strategies,” said Trudy Hardy, Manager BMW Marketing Communications and Consumer Events.” “Over the past several years we’ve made a concerted effort to engage BMW customers and fans through social media channels and are thrilled to see our work recognized.”
“Facebook aptitude will be one of the defining competencies that separates winners from losers in prestige, said Galloway. “Our ranking aims to provide an actionable metric that prestige executives can use to determine where they will garner greatest return on incremental investment on the platform.”
For more information and to view complete results of the survey, visit: http://bit.ly/L2FacebookIQ.