For years,
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Last year,
2012 Nike Free Run 2 noir jaune pour homme Pour Chaussures De Vente, Joanna Shields,
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Of course,
2013 Nike Free Run Powerlines Gris Verde Hombres Entrega Rápida, Facebook has its own reasons for promoting brands who have enthusiastically adopted its platform,
2012 Nike Free Run 3.0 Negro Azul Mujeres Ven y Únete a Nosotros, but there is no doubt that with more than 6.5 million Facebook fans and an impressive array of digital initiatives, Burberry’s reputation as one of the world’s most sophisticated digital operators has now become a core part of its brand DNA.

So,
Nike Free Run 2014 Gris Púrpura Mujeres Outlet Store Waiting For You, I was surprised to receive a pre release email from New York’s L2 thinktank about their new ‘Facebook IQ’ report that ranks Burberry 49th amongst 100 prestige brands,
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Is Burberry’s digital prowess really waning?

"One of eight minutes spent on the Internet is on Facebook,
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These are fair criticisms of many luxury brands who have been overly focused on the race for fans rather than embracing the radical mindset changes necessitated by the rise of digital and social media. As I wrote back in February,
Nike Roshe Run Energía Azul Verde Hombres Con Descuento 56% -78%,
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L2 told the FT’s Vanessa Friedman,
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That’s a mouthful,
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Nike Roshe Run Marrón Hombres Se Han Convertido En Foco En El Mundo, most of the report’s accounting of Burberry’s behaviour on Facebook is factually correct. The trouble with this kind of checklist methodology,
Nike Free Run 3.0 V4 Rojo Púrpura Mujeres Hasta 52% De Descuento, however,
Nike Roshe Run Negro Verde Hombres Ayuda Para Alojarse En Estilo, is that it takes a one size fits all approach, lumping brands together from across a number of sectors automobiles,
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Despite its undeniable importance,
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2012 Nike Free Run 3.0 V3 Violet Blue Men Achetez En Toute Confiance, digital or otherwise. Today, we are living in a multichannel environment where a consumer may first see a product in a magazine, research it online,
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Take Tory Burch,
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2012 Nike Free Run 3 Gris Púrpura Mujeres Ven y Únete a Nosotros, as personified by its aspirational but accessible founder who tweets from her travels, sharing experiences from her day to day life.

The Tory Burch Facebook page allows consumers to post to its page,
2012 Nike Free Run 3 Gris Verde Mujeres Zapatos Corrientes De Venta, even if this does not always shed a positive light on the brand or its products.

"I love your products but the quality is like a cheap chinese (sic) knock off," writes one Facebook user,
Nike Free Run 2014 Gris Mujeres rojas Venta Zapatos Para Hombre, Yun Kum Collins. Other fan posts on the noisy Discounted Tory Burch Shoes page include an appeal for anti stalking laws, a photograph of a broken Discounted Tory Burch Shoes,
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2012 Nike Free Run 3 Gris Verde Mujeres Tenemos Buena Reputación, of these comments are addresseFor years, digital media experts and observers, including those on this website, have held up Burberry as an example of a luxury fashion brand that’s effectively embracing today’s digital world.

Last year,
2012 Nike Free Run 2 Blue Orange Mujeres Con Calidad Superior, Joanna Shields, Vice President EMEA for Facebook, the world’s largest social network now with more than 700 million registered users,
Nike Roshe Run Hyp Mujeres Gris Rosa acolchado Para Zapatos Baratos, took that one step further. "Burberry is no longer just a fashion company today they are a thriving media enterprise,
Nike Roshe Run Gris Verde Manzana Malla Hombres Tienda Outlet On Sale," she said. "Burberry is now the most widely followed fashion brand on Facebook. It’s successful not just because it makes great clothes but because it understands the importance of sparking interest in the community and using social media to engage and delight their consumers."

Of course, Facebook has its own reasons for promoting brands who have enthusiastically adopted its platform, but there is no doubt that with more than 6.5 million Facebook fans and an impressive array of digital initiatives,
2014 Nike Free Run Gimnasio Blanco Mujeres Venta Zapatos Baratos, Burberry’s reputation as one of the world’s most sophisticated digital operators has now become a core part of its brand DNA.

So, I was surprised to receive a pre release email from New York’s L2 thinktank about their new ‘Facebook IQ’ report that ranks Burberry 49th amongst 100 prestige brands, giving them an overall rating of ‘Average’. Only 8 months ago,
Nike Free Run 4.0 V3 Azul Gris Mujeres Hombres Con Descuento 56% -78%, the same organisation rated Burberry as ‘Genius’ in its annual Digital IQ index.

Is Burberry’s digital prowess really waning,
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"One of eight minutes spent on the Internet is on Facebook," writes L2 founder Scott Galloway in the report’s introduction. "The platform’s velocity of adoption is unprecedented,
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Air Jordan Force 5 Black Blue Red Have The Lowest Price Online, it grows faster,
2012 Nike Free Run 2 Negro Rosa Mujeres Outlet Store Waiting For You, both in number of users and time spent." But Galloway goes on to knock prestige brands for "maintaining a monocular focus on the size of their Facebook community," saying "they have failed to embrace the authentic two way communication and marketing activation required to monetize the platform."

These are fair criticisms of many luxury brands who have been overly focused on the race for fans rather than embracing the radical mindset changes necessitated by the rise of digital and social media. As I wrote back in February,
Nike Free Run 10o Aniversary Verde Gris Mujeres Con La Mejor Calidad, too many brands are focused on the surface of social media as a marketing tool,
Nike Free Run 5.0 V4 2012 Gris Rosa Mujeres Venta Zapatos Para Hombre, without thinking more deeply about how to support core business objectives.

L2 told the FT’s Vanessa Friedman,
Nike Free Run 5.0 V3 gris púrpura Mujeres Zapatos Corrientes De Venta, who was also caught by surprise,
Nike Roshe Run Dark Red White Men Trasporto libero a tutto il mondo, that Burberry was penalised, amongst other reasons, "because it is one of the 20 percent of brands that does not allow fans to post on its wall, suggesting they aren’t yet ready to abandon command and control,
2012 Nike Free Run 3 Pinke plata Mujeres Venta Zapatos Baratos, because the brand does not allow fans to upload photos or videos to its Facebook page,
Nike Free Run 3.0 V4 Gris Mujeres Comercio Al Por Mayor Tienda Online, and because it doesn’t respond to fans or maintain any two way communication."

That’s a mouthful,
2012 Nike Free Run 2 Rose verde Mujeres Hasta 52% De Descuento, and indeed,
130690 163 Nike Air Jordan 12 XII Rising Sun For Cheap Mens Shoes, most of the report’s accounting of Burberry’s behaviour on Facebook is factually correct. The trouble with this kind of checklist methodology,
donne Nike Free Run 3.0 V4 Tiffany Blue Quilted Con il grande sconto, however,
Nike Free Run 5.0 Negro Gris Rosa Mujeres Tienda Outlet On Sale, is that it takes a one size fits all approach, lumping brands together from across a number of sectors automobiles, beauty,
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Nike Free Run 2 Negro Lime Amarillo Envío Gratis Para Todo El Mundo, champagne and assuming that they should all tick the same boxes,
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Nike Free Run 5.0 V3 2014 mujeres rojas rosadas Venta Zapatos Baratos, and product portfolios,
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Despite its undeniable importance,
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Nike Roshe Run Fb Yeezy Black Orange Mujeres Ven y Únete a Nosotros,
Nike Free Run Trainer 3.0 Negro Azul Hombres Con Descuento Grande, we are living in a multichannel environment where a consumer may first see a product in a magazine,
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2012 Nike Free Run 2.0 Gris Azul Blanco Mujeres Venta Auténtico, and ultimately have their issue resolved over the telephone. A brand’s engagement with consumers lives across all of these touchpoints,
Nike Free Run 3.0 V7 ​​Gris oscuro mujeres rojas Venta Zapatos, for which different brands will,
Nike Free Run 2 Turquesa Blanco Naranja Disfrute El Mayor Descuento, by necessity, pursue different strategies.

Take Tory Burch,
2012 Nike Free Run 2.0 Gris Violet Femmes Achetez En Toute Confiance, for example,
Nike Free Run Trainer 3.0 Negro Rojo Hombres Con El Envío Libre, which was rated ‘Genius’ by the L2 report, making it the top ranked fashion brand. Positioned as an accessible fashion brand,
2014 Nike Free Run Gimnasio blancas púrpuras Mujeres Outlet En Venta, Tory Burch products typically cost less than $500,
Nike Free Run 4.0 pelliccia Uomo Rosso Grigio Saldi trasporto veloce,
2012 Nike Free Run 5.0 V3 Gris Verde Púrpura Mujeres Venta Auténtico, making them readily affordable for many consumers,
Nike Free Run 2 Rojo Blanco Negro Envío Libre Con Entrega Rápida, and accessible even to those who are only able to splurge once in a while. Part of what defines the brand is its openness, as personified by its aspirational but accessible founder who tweets from her travels,
2012 Nike Free Run 2 Gris Rosa Mujeres Ahorre Tiempo y Dinero Ahora,
2012 Nike Free Run 3.0 V2 Blanco Gris Azul Mujeres Sale Barato, sharing experiences from her day to day life.

The Tory Burch Facebook page allows consumers to post to its page,
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Nike Free Run 2 Negro Lime Amarillo Venta Zapatos Para Hombre, even if this does not always shed a positive light on the brand or its products.

"I love your products but the quality is like a cheap chinese (sic) knock off,
Nike Roshe Run Negro Azul Blanco Hombres Con Calidad Superior,
Nike Free Run 3.0 V7 ​​Rosa Blanco Mujeres Con Descuento Grande," writes one Facebook user,
Nike Roshe Run 2014 mujeres rojas Ant-piel Precio Al Por Menor, Yun Kum Collins. Other fan posts on the noisy Discounted Tory Burch Shoes page include an appeal for anti stalking laws, a photograph of a broken Discounted Tory Burch Shoes,
Nike Free Run 5.0 Tr Pink Mujeres Negras Outlet Store Waiting For You, and questions about potential Discounted Tory Burch Shoes counterfeit sites. Some, but not all,
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Burberry is using its Facebook page as a mechanism for creating social objects,
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"Our fans are the benchmark for us,
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This is not to say that effective handling of customer complaints is not important,
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