CHRISTIE’S vs SOTHEBY’S; Who wins the social bid?

Image                                     90,251 Likes     47.2K Followers | 4,552 Tweets | 9,840 Following    3,216 Subscribers   0 | 26,721 | 1,206   816 Followers | 237,861 Views   610 Posts | 28,520 Followers | 253 Following   45 Boards | 4,623 Pins | 16 Likes | 7,312 Followers | 274 Following


VS  Image


Image    83,556 Likes     33.7K Followers | 3,924 Tweets | 839 Following    3,593 Subscribers   120 | 53,355 | 1,072

Youku – n/a   434 Followers | 2,710 Views’s   (only for posts tagged #sotheby’s)  520 Posts | 19,136 Followers | 115 Following   35 Boards | 899 Pins | 32 Likes | 778 Followers | 100 Following

flickr – n/a


It seems like Christie’s is bidding up on majority of the social media platform, except for the southeast Asia region where Sotheby’s seems to be more active.  Based on a quick review of content and engagement, Facebook and Twitter seem be the most popular channels for both auction houses.  Christie’s content on YouTube is more current and relevant from a subscribers’ perspective whereas Sotheby’s last post was a month ago and their channel is not as user friendly.  Sotheby’s Pinterest site is primarily focused on their real estate business whereas Christie’s resembles their core auction business.   Interestingly, their Instagram sites are very similar to one another.  Sotheby’s website includes an “All blogs” section that includes detailed write-up and photos from various special events.  This could be a great way to engage followers, but it seems to be utilized as a one-way communication tool.  In general, there is more marketing than engagement by both Christie’s and Sotheby’s, but Christie’s seems to ahead in the social media game thus far.  


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Filed under Social Media Strategy for Companies, Uncategorized

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