Social Strategy of Michael Kors
I’m sure that most of you are really familiar with the brand Michael Kors. And I still briefly introduce it just in case someone has no idea of MK. And after that, I will analyze a little bit of its strategy of various social media.
Michael Kors Holdings is an American luxury fashion company established in 1981 by designer Michael Kors. It currently produces a range of products including accessories, footwear, watches, jewelry, men’s and women’s ready-to-wear, eyewear and a full line of fragrance products. As of 2015, the MK Holdings has more than 550 stores and over 1500 in-store boutiques in various countries.
Michael Kors does do a great job in managing social platforms. On its official website, you can find links to its five various social media accounts: Facebook, Instagram, Twitter, Pinterest and Youtube. They have large amounts of fans on these platforms. From the charts above, we can find that Facebook, Instagram and Twitter are the most important social media MK manages in daily operations.
And they have far more followers compared with its competitor such as Kate Spade, Coach and Tory Burch. Take Instagram for an example. MK has over 10.2 million followers while the other three brands have about 2 million followers.
And for each platform, MK’s engagement level is not bad. For Facebook, they usually post high-quality text with photos and they will get 6–10 thousand likes, 50–100 comments and over 30 shares. Of course, its photos are really attractive to its target customers and relevant to a certain topic and then people would lovely to interact with these contents.
And videos are more efficient than photos on Facebook. They usually have more comments than photo posts. And that is really hard to get so many people comment for your content. Let alone so many shares. The average number of shares of MK’s videos is 400. When the content is especially appealing, like they MK invites Black Lively to share her fashion stories, the shares might reach 600. So MK should pay more attention on its videos. Since the cost of shooting a video is higher than photos, they should really make a balance.
For Twitter, MK’s engagement level is lower than that of Facebook. The average number of like is 200 for Twitter while the number of like of Facebook is 8 thousand. And comments are also much fewer for Twitter compared with Facebook. But this can be explained by Twitter’s own positioning of social media platforms. Twitter is like a digital news website for customers to get latest news. So after getting the news, people might have a discussion on Facebook or find the certain new product on Pinterest. So a brand should be in the social media channels that fit it best and post the most suitable and relevant contents to a specific target customers.
It seems that MK manages the platforms successfully. However, it still has some problems. First, it has only five social media and this is far fewer than its competitors. For example, its competitors have used Snapchat, Tumblr, Wechat, Weibo and Line besides Facebook, Instagram, Twitter, Pinterest and Youtube. Maybe MK should try to use more platforms.
Second, MK should use social media that cater to the global market. Since China is really a big market for MK, maybe it should have official accounts on Wechat and Weibo as they are quite popular in China and Chinese have no access to Facebook, Twitter and Instagram. And Coach does a good job in this aspect and Micheal Kors should learn from it.
I believe that MK would have a better performance of its social strategy. Let’s prove it. Hope you like my story and please share it to others in need of social strategy knowledge.
