Kate Spade and Michael Kors – Social Media Analytics

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As we head into the summer season the retail brands, Kate Spade and Michael Kors, offer a variety of products that span from clothing, to shoes, to handbags.  These companies are battling for space in our home and closets and are both investing in social media. In an effort to better understand their online presence I will share analytics from Topsy and Social Mention.

Kate Spade – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 58K tweets.  There are spikes of 3.3K on April 19th for an Easter themed picture they tweeted and of 3.2K on April 17th for an announcement of a collaboration with GapKids.  However, it looks like the average number of tweets per day is 1.5K – 2K.  The Topsy sentiment score of 72 is in-line with the score on Social Mention, which shows a mix of primarily positive and neutral sentiment.  The fact that the sentiment score is higher for Kate Spade than Michael Kors, aligned with my expectations due to the broader lifestyle that Kate Spade tries to build through their social channels rather than just promoting products.

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Michael Kors – Topsy & Social Mention

After looking at the monthly tweets between 4/13 – 5/13, Topsy shows 194K tweets. There are spikes of 10K on May 1st and 9.5K May 5th which seem to be tied a tweet to win a Michael Kors wallet and the MetGala. However, it looks like the average number of tweets per day is 6K. Having a high volume of traffic does not equate to having high sentiment. While there is higher number of overall tweets the Topsy sentiment score of 64 is dramatically different than the 10 indicated on Social Mention.  The sentiment data on Social Mention provides more visibility to how the sentiment score is calculated.  Michael Kors might need to consider how to pull people from the neutral into the positive or reduce the number of negative in order to see their sentiment score increase. The high number of neutral sentiment could be due to the majority of Michael Kors social media content having a pure marketing/product focus.

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