A study analysing Sephora and Ulta Beauty’s Twitter activity and networks has suggested cosmetic brands only have limited control over communications within their networks, opening up important points of discussion for industry, the researchers say.
Beauty brands must understand that social media is an infrastructure used to connect people and interact, and not just a media platform to distribute their own messages, according to an industry expert.
Brands using social media to connect with consumers have been urged to up their game after a new study from market analyst Mintel revealed that consumers are more likely to engage with a brand if they get something in return.
The power of blogs, Twitter and Facebook to drive marketing strategies and influence purchasing decisions is undeniable; but, companies need to remember that legally the same rules apply online as offline.
Celebrities endorsing cosmetics products on social networking site Twitter should disclose any financial involvement otherwise they may be breaching fair trading laws, according to the UK’s Office of Fair Trading (OFT).