Social Listening: Tiffany & Co

When we think of Tiffany and Co, we think of diamonds that come perfectly wrapped in little blue boxes. We think of Audrey Hepburn in Breakfast at Tiffany’s. And we think of pure glamour, Hollywood and luxury. But, have we considered the tools used to market that identity? Let’s take a look at Tiffany’s social listening and their ability to prescribe an idea of desirability and satisfaction to their followers and audience on social media.
With over 11 Million followers on Instagram, 1.66 Million on Twitter and 10 Million likes on Facebook, it is undeniable that Tiffany’s is a powerhouse in the world of luxury jewelry and diamonds. While some of their pieces and prices may seem unobtainable to some, the personal connection to the brand is something Tiffany exells in. Here’s why:
According to Forbes, Tiffany & Co is a “prime example of a company’s ability to effectively read the market; change based on consumer demands, and re-brand[ed] themselves to match the demand in the market.” With their social media presence, Tiffany continues to attract customers to their products and motivate sales. On Tiffany’s official website, reviews are not available, but on their Instagram, customers do not shy away from affirming their love or disappointing in their products.

To support using Tiffany’s social listening tools, the conversation above is a prime example of inbound marketing and crisis communication for the brand. This is a comment that could have easily have gone ignored or deleted because it could decrease the value of Tiffany’s products, but the decision to engage and immediately respond demonstrates Tiffany’s strategy to initiate customer support and a call to action.

The conversation above is is a great example of how Tiffany’s brand stands out due to its cultural diversity and efforts to globally cater to all audiences. By responding to customers who speak other languages, Tiffany’s is able to pinpoint their products and locations to all audiences despite geographical boundaries in order to propose new sales leads.
Despite negative or positive feedback, Tiffany & Co is upholding the standard of their status via social medias through social listening because they are monitoring and reacting to the comments on their posts.
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