April 18, 2011

Victoria's Secret: Tops For Facebook Likes. Sales?

Let's assume that the Facebook era includes 2007 - Current.

Then during the Facebook era, two things happened:
  1. Victoria's Secret leads the "Facebook Likes" category.
  2. Victoria's Secret squeezed out a compound annual sales increase of 3.6%, barely better than inflation (see page 9 of the appendix in this report from Limited Brands).
Be careful when reviewing faux-metrics or vanity-metrics like "likes" or "influence" or "engagement".  In this case, with the most successful Facebook brand leading the way, total net sales are not following suit.

Also be careful when reviewing the marketing literature of the attribution community.  These folks will link sales to social media, and yet, as we see here, there's not much to look at in terms of sales and Facebook Likes.


Note at 2:53pm PDT:  Take a look at the ad that was served to me when I published this post.