Katelyn Byram

Social Media Case Study

1 December 2016

Social Media Case Study

There are many tools that can be used to gauge how well a business is marketing
itself, but social media is perhaps the easiest medium to gather valuable data from
and observe. Fossil leads Swatch for followers on both Twitter and Instagram and
falls by over half on Facebook. Fossil is also the most responsive to consumers
overall. To continue growing in its relationship with its followers and stand out
among its competition, Fossil must analyze how well it is approaching and keeping
customers attention, while also examining competitors strategies.

Listening
To begin using social media to shape strategy, it is necessary to start with listening.
For Fossil, this means to observe its brand and how it compares to competitors like
Swatch. By simply reviewing content performance from an overall perspective, like
seeing what campaigns did well and what users interact with the most, and doing
the same for the competitor, Fossil can gain insight into how to better reach and
engage with its audience.

Brand-centered Listening
Fossil uses the standard social media and web platforms including Facebook,
Instagram, and Twitter. The feedback given by Fossils followers is primarily positive,
and when negative, which is rare, Fossil is quick to respond in efforts to make things
right.
Facebook
Fossil consistently posts on its Facebook feed adding content almost once daily if
not more. The content is varied from announcing new products, reminding about old
favorites, giveaways, and engaging questions. The majority of posts receive
interaction from the user in the form of likes, shares, and comments (in order from
greatest to least). Fossil is less responsive to comments on Facebook, addressing
only those of greatest need. From September to November 2016, Fossil has used
Facebook to promote its #FossilQ smartwatches, maintain its #FossilStyle, and
continue its annual #FossilxMovember campaign where it partners with the
Movemeber Foundation to stop men from dying too young.
Instagram
Fossils Instagram receives much more user interaction than their Facebook page.
Users like posts and comment more overall, and there are rarely any negative
remarks. Fossil responds more to comments and encourages users to post their new
or beloved Fossil gear using the hashtag #FossilStyle. In its bio, Fossil tells users to
use the hashtags #FossilStyle and #Contest for a chance to win a Fossil Q
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smartwatch. The company varies its feed content by including posts that do not
appear on other platforms.
Twitter
Fossil uses consistent content from both its Facebook and Instagram accounts. Out
of all three major platforms, Twitter is the one where Fossil interacts with users
most. Each day, there are consistently retweets and replies from Fossil, whether
simply to congratulate someone on choosing the brand or to try to repair an issue.

Competitive Listening
As technology integration into the watch industry continues, Fossil will need to
consider how other competitors, such as Swatch, are marketing not only
smartwatches but themselves. By being aware of competing brands and their
strategies, Fossil can become a better contender in the industry.
Facebook
Like Fossil, Swatch posts on an almost daily basis with little negative comments.
However, Swatch does tend to like more comments although it is not frequent. On
the negative comments where there is a response, Swatch prefers to use the direct
messaging (DM) feature over replies.
Instagram
Overall, Swatchs Instagram lacked responses from followers despite consistent
posting. Swatch includes both photos and video, although less video than Fossil.
There is little interaction between Swatch and its followers, but the interaction that
does occur is primarily positive like Fossil.
Twitter
Swatchs Twitter feed is shockingly sparse as it lacks consistent posting. Like Fossil,
Swatch replies to customers tweets with helpful next steps for addressing problems
or concerns. It also retweets user-generated content much more often than Fossil.
Like its other platforms, it promotes a clever and witty content for users.

Industry-wide Listening
Because Fossil has more competitors than Swatch alone, it is important for it to
listen to other watch companies as well. Timex is another example of an established
and well-recognized watch company. By listening to Timexs social media, Fossil can
broaden its perspective of how others use social media to interact with consumers.
Facebook
Timex receives a significant amount of customer questions and concerns on its
Facebook page. It does well at responding to and providing next steps for users.
Most of these comments are not negative in nature, but rather information seeking.
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Overall, its posts are more sporadic than others in the industry, and there appears
to be a lack of creative content.

Instagram
Timexs Instagram interaction is very similar to that of Fossil and Swatch. Most
comments are positive and generally do not need a response from Timex itself. The
content is more consistent than Facebook, but unlike its industry-mates, Timex does
not have evidence of any strong campaigns to draw more users or encourage more
interaction.
Twitter
Since Timex has a smaller following than Fossil or Swatch, its lack of conversation
on Twitter is to be expected. Like its other platforms, most interaction is positive and
is information-driven. Timex does post frequently and receives both favorites and
retweets.

Measuring
Once listening occurs, it is important for Fossil to obtain objective numbers to
provide evidence for any conclusions or theories that were found. By looking at its
own social media platforms, and those of its competitors, Fossil can gain a more
comprehensive view into what it can be doing better as a brand.

Brand-Centered Measuring
Fossil must first understand its own performance before comparing it to others. By
measuring average consumer interaction for the month of October 2016, Fossil can
better assess its current strengths and weaknesses as a brand.
Facebook
Fossil has a follower base of 2,581,770 likes on Facebook. In October 2016, it posted
45 times with an average of 294 likes, 2 comments, and 9 shares per post. The
majority of comments were customer inquiries about where to purchase products.

Facebook
1000
294
100

10
2
1

Likes

Comments

Shares

Fossil

Twitter
Fossil has 726,000 followers on Twitter. For the month of October 2016, Fossil
averaged 15 favorites, 22 replies, and 5 retweets with 39 original tweets. This is the
primary platform where Fossil interacts with its customers, as seen by the high
average of comments. Most customers are looking for information, but Fossil also
does an excellent job with replying to users in celebration of getting a new watch or
asking which watch they are looking to buy.

Twitter
25

22

20
15

15

10
5

5
0

Likes

Replies

Retweets

Fossil

Instagram
There are 621,000 Fossil followers on Instagram. It averaged 5,235 likes and 24
comments on the 46 posts from October 2016. Overall, the comments were positive
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and mostly users tagging other users which should increase views of the post. Fossil
did not often interact with comments because of this.

Instagram
10000
1000
100
24
10
1

Likes
5235

Comments
Fossil

Competitor Measuring
To better understand how it can improve its brand, Fossil must also look at the
social media performance of its competitors, such as Swatch. In doing so, Fossil can
see the strengths and weaknesses of another brand in hopes of making positive
changes to its approach.
Facebook
Swatch has 4,612,495 followers on Facebook. In October 2016, it had 21 posts and
averaged 149 likes, 4 comments, and 6 shares per post. In contrast with Fossil, it
does not respond to many customers comments, even if they are negative. This is
interesting considering that Swatch has 2 more comments per post on average
compared to Fossil.

Facebook
1000
294
149
100

10

4
2

Likes

Comments
Fossil

Swatch

Shares6

Twitter
On Twitter, Swatch has 318,000 followers with an average of 149 likes, 4 comments,
and 6 shares per post for its 21 posts in October 2016. Swatch only has a few less
original posts on Twitter than Fossil but sees much less interaction with its followers.
Since Twitter is usually a primary platform for business-consumer exchange, these
numbers are a bit surprising.

Twitter
25

22

20
15

15

10

7
5

5
1
0

Likes

Replies
Fossil

Retweets
3

Swatch

Instagram
318,000 users follow Swatch on Instagram with an average of 149 likes, 4
comments, and 6 shares per post for its 21 posts in October 2016. Considering that
Swatch has about half the followers than Fossil, the average likes and comments its
posts receive are lacking.

Instagram
10000
655

1000
100

24
6

10
1

5235Likes

Comments
Fossil

Swatch

Industry-Wide Measuring
To better understand how it can improve its brand, Fossil must also look at the
social media performance of its competitors, such as Swatch. In doing so, Fossil can
see the strengths and weaknesses of another brand in hopes of making positive
changes to its approach.
Facebook
Timex has 199,766 followers on Facebook. It averaged 859 likes, 13 comments, and
55 shares over its 23 posts in October 2016. Unlike Fossil and Swatch, Timex
receives a great number of comments and is highly responsive on Facebook. Most
comments are regarding specifications of the watch pictured in the post or where to
purchase the watch or related accessories, especially in foreign countries.

Facebook
859

1000
294
149
100

13
10

4
2

Likes

Comments
Fossil

Swatch

10

Timex

Shares
6 55

Twitter
With 9,821 followers, Timex posted 25 times during the month of October 2016. It
averaged 7 likes, 1 reply, and 3 retweets per tweet. As seen in the graph below,
Timex was on par with Swatch for user interaction, which is far below Fossils
standard on the platform.

Twitter
25

22

20
15
10

15

7
5

5
1
0

Likes

Replies
Fossil

Twitter

Retweets
3
3

Instagram

Instagram
Timex has 742,000 followers on Instagram and posted 42 times in October 2016. It
averaged 1,094 likes and 10 comments per post. Again, Timex falls significantly
short compared to Fossils average but has a higher average than Swatch for both
likes and comments. Since Fossil only posted 4 more times than Timex did for the
month, yet has more followers than Fossil, it is interesting that there is such a
margin between likes for the two companies.

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Instagram

5235

1000

655

1094

100
24
6

10

Likes

10

Comments
Fossil

Swatch

Timex

Engaging
Engagement can be defined as Gaining and holding the attention of customers and
prospects through regular business-to-community interaction. 1 It is vital that Fossil
understand how its approach to engagement can make or break their brand in the
eyes of its customers, especially as it relates to competing brands.

Why?
Engagement should be important to Fossil because it is the way Fossil establishes a
solid relationship with its customers. By responding to comments, both positive and
negative, Fossil can reclaim its brand and move forward despite any critical
comments or situations that may occur. This response can then trigger a positive
chain of customer feedback which in turn builds up the credibility of the brand.

What?
As Fossil responds to followers, it should be quick to address customers concerns
and questions, as well as celebrate alongside them all in an effort to help users feel
valued and respected. As negative comments appear, even responding with a
simple Were sorry. or How can we help? can allow customers to feel heard, and
a further suggestion of a next action can provide closure and a willingness to
continue with the brand in the future.

Where?
Like most lifestyle product brands, Fossils key locations for listening, measuring,
and engaging would be social media platforms but could also include reviews on
brand, store, or distributor websites as its watches are sold in multiple ways.
1 Social Media Listening, Measuring, and Engagement Primer. Radian6, June 2010,
13.
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Because Fossil has the most followers on Facebook, it should increase the amount of
attention and response that customers get in order to meet them where they are.
Attention should still be given to Twitter and Instagram, but should be balanced
based on follower base.

Who?
By continuing to engage with customers who have product questions or need other
assistance, Fossil can maintain a positive brand among users. However, the
company needs to make sure it is addressing and solving these problems across all
platforms. In doing so, Fossil can turn any negatives into positive points for the
brand.

How?
Brand-Centered Engagement
Fossil does a great job overall in engaging with its followers and customers across
all social media platforms. However, it needs to work on making this consistent
across all platforms. It did well when responding to user replies on Twitter, but
lacked on Facebook and Instagram, occasionally missing the rare negative
feedback. To continue being viewed positively with consumers, Fossil should keep
responding well on Twitter and work to improve response on its other platforms so
that all customers are receiving assistance.
Competitor Engagement
Fossil already appears to be ahead of a main competitor, Swatch. Fossil is ahead in
followers, likes, comments, and shares/retweets across a variety of types of posts
(video, text, photo, etc.). Therefore, Fossil should remain posting consistently and
responding to customers in a timely fashion.
Industry-Wide Engagement
Although Swatch is considered a competitor to Fossil, Timex is a more direct
competitor on Facebook. Timex excelled in responding to customers on Facebook,
while lacking on Twitter and Instagram. Timex also has more followers on Instagram
than Fossil does, but fails at tangibly engaging them once they follow. Fossil should
continue reaching out to new followers while engaging current ones.

Conclusion
Fossil is performing up to par if not above average than competitors in its field on
social media. Overall, it has a positive brand to consumers with little criticism or
negative comments. Any negative feedback is usually addressed in a timely
manner. To continue being ahead in the industry, Fossil must continue engaging
customers on Twitter, where it performs exceedingly well, but also integrate more
response to users on Facebook and Instagram. Perhaps creating platform specific
content will enable Fossil to increase engagement with specific audience groups. By
examining the social media accounts of fellow competitors in the industry, Fossil
can remain performing above average in its industry.
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