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Jeweller has selected four brands on Facebook's Timline as examples of how to build a viral page.
Jeweller has selected four brands on Facebook's Timline as examples of how to build a viral page.
 










4 Top Facebook Timeline Pages: The Viral Factors

Leading brands are now using FACEBOOK’S timeline to create highly engaging pages. Angela Han explains why these four companies are excelling at social media marketing.


US SMIRNOFF'S FACEBOOK TIMELINE



Smirnoff creatively integrates its profile picture and cover image to make the brand come alive. Smirnoff has a strong focus on interactive social media campaigns, and this strategy immediately sets the scene for fans.

CREATE VIRAL CONTENT
Smirnoff engages fans by creating viral content that resonates with its target audience. The image above is a simple JPEG that was uploaded on a Friday night for fans to ‘Share’.  This sort of creative initiative launches your brand into cult-status because the content connects with fans by preempting their behaviour.









M&M's Facebook timEline





M&M centralises marketing around its chocolate characters, using a different one each week to communicate with Facebook fans under different personas. The character of the week is then featured in the profile picture.

CROSS COLLABORATE

American jewellery designer, Judith Ripka, was asked to design a special pair of diamond cufflinks for Ms. Brown. This character featured heavily in recent campaigns, proudly wearing her custom-made cufflinks. Left-of-field brand collaborations can enable communication with new customers, so don’t be afraid to cast a wider net.








ZALES' FACEBOOK TIMELINE

Zales’ entire page is commmitted to promoting Mother’s Day. The location of its tag line ‘The Celebrate your Supermom Store’ above its profile picture enables consumers to draw a direct relationship between the brand and the upcoming special occasion.

SHARE EMOTIVE CONTENT
Zales shares and reposts popular internet viral content from other websites. By sharing non-branded content from external sources, the brand appears to be engaged in and aware of the larger community. The above image was shared via a ‘Mommy blog’ and focuses on celebrating mothers, in line with the rest of its page.









KIRKLANDS' FACEBOOK TIMELINE



Kirkland’s cleverly diverts all fan attention to its Pinterest account and actively engages in competitions through that platform, avoiding the need to deal with Facebook’s stringent promotions guidelines.

MULTI-PLATFORM PRESENCE
To allow users ease of access to home-styling and lifestyle content, Kirland’s places Pinterest above all its other social media platforms because that’s where its target audience is. By redirecting Facebook fans to its Pinterest account, Kirkland’s content is more likely to go viral. 

Click here to download Jeweller's Facebook Timeline Anatomy

More reading:
Facebook: A Beginnners Guide
Facebook Pages: Daily Dos and Don’ts
10 top ways to measure and manage your social media campaign
Social Media Pitfalls: 7 things to remember
Designers and jewellers: Get a kickstart online










ABOUT THE AUTHOR
Angela Han

Associate Publisher • Jeweller Magazine


Angela Han has worked in all segments of the luxury and jewellery industry, with over a decade of experience from retail to supply.

 

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Sunday, 20 October, 2019 10:10pm
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