Post on 04-Jun-2020
Social Media Audit
PurposeTo analyze the various
social media accounts of
Kate Spade New York,
compare the brands data
and analytics to competitor
brands (i.e. Tory Burch and
Coach), and form strategic
recommendations for the
company.
Introduction● We analyzed Kate Spade’s social media with Coach and Tory Burch as competitors
● Kate Spade relies on social media to connect with a younger audience, promote new products, upcoming
sales, and create an aesthetic of a trendy lifestyle.
● The main audience for Kate Spade includes young, working women who are active on social media.
● Tory Burch and Coach have traditionally connected with an older, more stable audience.
● Kate Spade wants to maintain a reputable brand across all social media platforms.
Methods
● Facebook● Instagram
● Pinterest● Blogs
Method
● LinkedIn● Youtube
Each company’s social media will be measured by hashtag trackers, number of posts and analyzed user activity and engagement. This social media audit will focus on September 2017, as September is a transitional month from summer to fall clothing.
Social media channels included Facebook, Instagram, Twitter, Blogs and YouTube.
Brand Identity
Social Media Audit
Total Followers 7,000,000 3,400,000 2,000,000
Avg. likes per post (Sept) 1,232 866 457
Total Posts 32 19 111
Social Media Audit
Total Followers 673,000 914,000 398,000
Avg. likes per post (Sept) 410 63 37
Total Posts 44 tweets; 34 retweets 42 tweets; 16 retweets 105 tweets; 18 retweets
Social Media Audit
Total Followers 2,100,000 2,200,000 1,500,000
Avg. likes per post (Sept) 25,941 17,158 6,981
Total Posts 61 55 99
Brand Comparison
Interaction
Most Popular Post
Likes: 3,377Comments: 239Shares: 155
Least Popular Post
Likes: 69Comments: 3Shares: 0
Interaction
Most Popular Post
Likes: 155Comments: 1Retweets: 18
Least Popular Post
Likes: 10Comments: 0Retweets: 2
Interaction
Most Popular Post
Likes: 49,248Comments: 334
Least Popular Post
Likes: 6,021Comments: 23
Facebook & Instagram Posts
MethodsBased on the number of followers, the most popular social media platform for all three brands was Facebook.
Kate Spade New York has the most followers on both Instagram and Twitter.
Brand Comparison
Kate Spade New YorkFacebook: 3.3M Instagram: 2.2M Twitter: 914KTory Burch Facebook: 1.9M Instagram: 1.5M Twitter: 398KCoach Facebook: 7M Instagram: 2.1M Twitter: 673K
Hashtags Used● Tory Burch:
#ToryStories#ToryBurchFW17#ToryBurchResort18#ToryBurchSS18
● Kate Spade:#KATESPADExoPARIS#katespadejoy#LeopardLeopardLeopard
● Coach:#CoachxSelena#ShadesofCoach#CoachSS18#CoachFall2017
Conversation AnalysisInfluencers: Positive media attention and connections from the active social media users
Tagging: Positive engagement with Kate Spade publics
News Coverage: May 2017, Coach received negative media attention during the Kate Spade acquisition which reflects poorly on Kate Spade
Conversation Analysis
Conversation Analysis
Conversation Analysis
Recommendations
Kate Spade x Vloggers Kate Spade x Live Feed Kate Spade x Beats
“Attitude comes from within. Inspiration comes from everywhere. We tell unique stories of sound through our exclusive collaborations with visionary creative minds in art and fashion.” -Beats by Dre website
“From handbags and clothing to tech, childrenswear, and home decor, kate spade new york’s products invite women around the world to live every day uniquely and to the fullest.” -Tapestry website