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UNIQLO “by fans for fans” approach to Facebook engagement demonstrates how to crowdsource brand love

document Distributed Knowledge, Open Innovation
Summary

WaveMetrix social media monitoring shows that the UNIQLO fanpage is successful at prompting consumers to talk positively about the brand, stores and products. Although half of the consumers who post discussion indicate that they are current UNIQLO shoppers, the other half of consumers are engaged by the social media content, but do not discuss UNIQLO.
Description
UNIQLO show how Facebook fanpages can be more successful than traditional brand pages at driving positive consumer engagement about the brand, products and stores. However, half of consumers engaged by the social media content do not go on to discuss UNIQLO.

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