Many companies have turned to social media networking sites as a means to market their businesses in a cost-efficient way. Of the social media networking sites, Facebook has been found to be one of the most effective ways to market a business and increase the popularity of a certain brand name. Thus, it is not a big surprise that many new businesses have sought out help on how to create effective Facebook pages.
While there are a ton of tips on how to go about creating a good Facebook page, they may be difficult to understand unless you see the tips actually being executed. And so to help you understand better what to do better, we have created a case study on a particularly successful Facebook page, that of Ralph Lauren’s.
The Company Background
Ralph Lauren Corporation is a luxury clothing retail company created by the world renowned fashion designer, Ralph Lauren. The company began in 1967 when Ralph Lauren was backed by Norman Hilton, a financial clothing manufacturer, to start a line of men’s ties under the name “Polo”. Ralph Lauren had been selling ties back when he was still in high school.
In 1969, he was able to open a boutique shop in Manhattan’s Bloomingdale’s and he expanded to selling a line of women’s suits that were tailored in a classic men’s suit style.
In 1971, he launched his first women’s collection and opened his first solo shop in Beverly Hills. He gained worldwide popularity in the following years and by 1981, Ralph Lauren opened up his first international store in London.
Ralph Lauren has now expanded to produce various luxury, casual and semi-formal clothing, accessories, fragrances, furniture, and it even runs a restaurant called RL in Chicago. It also opened up new stores such as Rugby Ralph Lauren and Club Monaco, and is now one of the largest clothing retailers in America.
Polo Ralph Lauren started its official website and online shop in 2000 as a joint venture with NBC. In 2007, they acquired NBC’s share and re-launched their website as ralphlauren.com.
A General Overview of Their Facebook Page
The Ralph Lauren Facebook page began in 2008 and now boasts 4,140,690 likes. It’s been found to get an average of 4,817 new likes each day. It also has 26,473 people “talking about this” and 24,236 people who “were here”. The “talking about this” feature shows how many people liked, shared, and commented on any posts of their Facebook page while the “were here” feature shows how many check-ins or mobile location shares occurred in the stores. These give a good estimate of how well the Facebook page is doing and it also gives an idea of the foot traffic to actual store locations. Take note that the “were here” feature is only available to business pages that include addresses in their Facebook pages.
Upon entering the Ralph Lauren Facebook page, you’ll be confronted with images of classy looking and well-dressed men and women. Ralph Lauren likes to maintain an image of wealth and class which is evident in the dark and rich hues they use for their photographs and it immediately comes off in their Facebook page.