H&M, the Swedish fashion giant, has one of the most followed brand pages on Facebook. In fact, when it comes to corporate brands, it is ranked 21. Currently, the page has 10,862,848 likes, 157,585 people talking about it and 138,752 Facebook check-ins. What is it about this brand and their social business strategy that makes them so successful on this platform?
The posts on H&M’s Facebook page are very diverse and are also updated frequently. According to allfacebookstats.com, in the past month H&M has posted a new status 8 to 12 times per week. These statuses have made up 42.6% of the page’s content, pictures have made up 42.6% as well, videos made up 7.4%, links havemade up 4.4% and the other 2.9% falls into a miscellaneous category.
H&M also does a great job of interacting with their fans. Just one example that shows this is on April 30, when the page received a 6,299 likes and comments from other Facebook users according to allfacebookstats.com. I believe that the key to this is that H&M asks for their customer’s opinions on the page. For example, on May 2, one post was “Fans, our designers would like to know if you will go for slim or straight fit denim this season!” This particular post received 4,221 comments, 5,570 likes and 82 shares.
As I mentioned earlier, H&M posts numerous pictures to their Facebook page. If we can learn anything from Pinterest, another booming social media platform, it’s that people love to be able to see things as well as read about them. H&M posts pictures of items from different collections that one could find in the store. For example, the most recent pictures that were posted are from the Beach Sensation, 2012, swimwear line. They have also posted pictures form the Conscious Collection, 2012, which is a collection where the clothing is made from sustainable materials such as organic cotton and recycled polyester.
The page also has an “Event” section, which tells users when this particular collection will be at the store nearest them. If they don’t know where they can find a store, the page also incorporated their locations into another section to make it extremely easy for the customer.
Along with posting albums of collections, I believe H&M also does a great job of highlighting certain items on sporadic days. On these days, they will upload one large picture of an item of clothing along with three smaller ones. Even if you cannot get a potential customer to love an entire collection, which oftentimes is centered around one particular theme; you can show them all of the other items, which H&M has.
H&M does a great job of promoting themselves as a social business on Facebook. Through their frequent and diverse postings, there is always new content for the user to be excited bout. They also showcase their items in an effective way. With so many options it could be possible for the amount of items on the page to be overbearing. However, they do it a tasteful and informative manner.