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The Secret to Social Media Success: Attractive Pirates, Planets

Does anyone think of Amazon as one of the biggest media companies in the world? Well, it is. In 2014, Amazon’s media unit generated more revenue than Pandora and LinkedIn, selling about $1 billion...

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Beer Brands Aren’t Intoxicated By Twitter

Twitter has struggled in recent weeks. With user growth virtually flat, the company’s CFO told investors not to expect “sustained meaningful growth” because the platform was “too difficult to use.”...

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The Spark That May Torch Valuations

A loser: Twitter. The company announced revenue growth of 61% year on year — pretty impressive, but that wasn’t the story. The story was growth – or to be precise, the lack of it. Monthly active users...

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Can Twitter Become a Messaging App?

Twitter dropped this week the 140-character limit on direct messages, while keeping the restriction on private tweets. The move comes after stalled earnings, signaling that Twitter has assessed limits...

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Where #Martell300 Went Wrong

To mark its 300th anniversary, Martell called on 300 celebrities to promote its cognac. Diane Kruger was one of them, participating in an ambitious campaign across the brand’s social media accounts....

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How Retailers Can Boost Twitter Engagement

Department stores have a prolific Twitter presence, posting 18 tweets per day on average. However, these tweets rarely engage users. The average brand tweet receives only 9.3 interactions, a...

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Personal Care Brands Switch Things Up on Social Media

Personal care brands have drastically altered their social media strategy in the past year, according to L2’s Digital IQ Index®: Personal Care. In the early days of social media, maximizing visibility...

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Social, Guided Selling Tools Can’t Save a Brand: A Look at Em

Michelle Phan is buying back her cosmetics line from L’Oréal Group and merging it with her beauty subscription company Ipsy. Reports say the former parent company had high hopes from Em, but the...

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Twitter in One Word: Desperate

What makes the Twitter Board of Directors think the man who could not revive Twitter as the chairman and CEO can instill a growth plan as a part-time CEO? Twitter’s new CEO Jack Dorsey is still running...

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How Louboutin Relies on Organic Reach for Social Media

On the surface, it looks like brands should allocate their social media investments based on each platform’s size. In that case, social media managers should spend most of their efforts on Facebook...

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For Fashion Brands, Twitter is About Fashion Week

While Fashion brands have universally established Twitter presences, these generate less engagement than other platforms, according to L2’s Digital IQ Index®: Fashion. Even Chanel, which boasts nearly...

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Burberry Partners With DreamWorks’ Nova

Burberry is one of the most visible brands on desktop and mobile search engines and e-tailer sites. It capitalizes on those impressions by shortening the purchase journey and embedding information...

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Why Japan Leads the World on Twitter

Seeing Twitter’s weak growth, U.S. marketers are paying less attention to the platform. Only 19% allocate more than one-tenth of their digital ad budgets to the platform, focusing instead on Google and...

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Brands Come Out for Groundhog Day

As analysts bemoan Twitter’s slowing growth, brands still use the platform to drum up engagement around tent pole events. Yesterday’s Groundhog Day resulted in about 124,000 tweets – some vastly...

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Where are Social Media Ad Budgets Going?

The percentage of ad budgets dedicated to social media is growing, even if not as fast as users or engagement. But which social media platforms command the most? L2 studied the ad budgets of...

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Instagram Still Dominant Platform for NYFW

In preparation for releasing the New York Fashion Week study, L2 collected data on the social interactions of brands with runway shows and found that Instagram was the most dominant platform for user...

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It’s Hard Out There for a Presidential Candidate on Twitter

“Greed, fraud, dishonesty, arrogance. These are just some of the adjectives we use to describe Wall Street,” the Bernie Sanders campaign tweeted on Monday. Within minutes, social media users used the...

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Tommy Hilfiger Proves Instagram is Runway’s Best Fit

Celebrities often receive priority seating at fashion shows. But when Tommy Hilfiger showcased its Fall 2016 collection during New York Fashion Week in February, the brand tried something new: setting...

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Macy’s New Campaign Expands Uses of UGC

This spring, Macy’s is shining the spotlight on user-generated content. Those who post pictures of items bought at Macy’s on Instagram and Twitter with the tag #MacysLove will have a chance to be...

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Trump Wins as Twitter Loses

Winner: Donald Trump, whose unapologetic bluntness is helping him not only on the campaign trail but also on Twitter. The candidate has garnered more than 6.5 million followers despite repeated gaffes....

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