1. Social Media Best Practices
SOCIAL MEDIA

2. FACEBOOK
• Broader Reach: As the largest social network on the
planet with no signs of any decline, Facebook offers
the greatest opportunity to find and connect with
Lexus fans.
• Deeper Engagement: With a 420 character limit on
status updates (compared to Twitter’s 140),
Facebook offers the opportunity for deeper
conversations to take place between brands and
fans. Facebook pages also have the ability to host
multiple types of rich media content and may also be
customized to reflect
• Hyper-targeted advertising: **Because of Facebook’s
“closed’ platform, users feel more comfortable
sharing personal information such as their political
affiliation or their favorite movie than they would on
other sites. These granular details about a user’s
preferences allow advertisers to create campaigns
aimed at much smaller, more relevant audiences
than ever before, while maintaining user privacy.
• The Feed Factor: **Each time a Fan engages with a
Page, this action is updated within their Wall Feed,
alerting Friends about their recent interaction with a
company brand and introducing the Page to a new
group of users. The Wall Feed is a comprehensive
and accessible real-time archive of a user’s specific
interests.

3. TWITTER
• Twitter is a service for people to communicate and stay
connected through the exchange of quick, frequent
messages. These messages are posted to your profile ,
sent to your followers, and are searchable on Twitter
search along with external social search engines.
• Twitter is:
– An information network made up of 140-character
messages. It's an easy and quick way to discover
the latest news related to subjects consumers care
about
– Avenue for direct interaction: brands have access to
both existing and potential customers. No other
medium allows for such immediate conversation
and feedback with and from consumers
– Viral: Newsworthy tweets are like real time press
releases. When it comes to communicating your
message directly to consumers, Twitter not only
makes it easy, their platform was designed for
shareability so your message can travel across the
twittersphere in a matter of clicks.
– Traffic Driver: ability to drive traffic to external sites
as a direct result of a link posted on Twitter.
Implementation of thoughtful campaigns anchored
by real incentives to click thru (i.e. coupons,
sweepstakes, exclusive content, calls-to-action),
– Real Time Insights: Twitter enables access to up to
the second stats on who’s talking about your brand,
what they’re saying, where they’re saying it from
and how they’re saying it. The same insights on the
competition’s activities can be accessed through
Twitter’s real time search engine.

4. YOUTUBE
• Opportunity for Impressions: As the second largest
search engine and the most popular online destination
for video content, YouTube offers the greatest
opportunity for brand impressions through video.
• Easy share-ability: YouTube videos are platform-
agnostic and can be shared on nearly every platform.
• Google-Level Analytics: Because they are owned by
Google, YouTube provides a robust analytics platform
including key word analysis and traffic sources, content
“hot spots” (showing at what point viewers stop
watching your video) and insights about which of your
videos are most popular and with whom.
• High Search Engine Results: Google rewards
multimedia content with higher search ranking so your
videos have a better chance of rising to the top of the
results page.

5. By The Numbers
Fans: 5,926,693 Subscribers: 21,824 Tweets: 8,277
Engaged Fans: 174,727 Video Views: 32,187,108 Following: 13,279
Engagement %- .02948% Followers: 282,920
36% inactive, 12% fake, 52%
good
Fans-844,921 Subscribers: 17,173 Tweets: 593
Engaged Fans- 19,419 Video Views: 9,670,152 Following: 287
Engagement %-.02298% Followers: 14,293
Fans-1,014,672 Subscribers: 8,935 Tweets: 3,433
Engaged Fans- 109,851 Video Views: 11,236,310 Following: 341
Engagement %- .10926 Followers: 97,650
Tweets: 4,606
Fans-1,719,993 Subscribers: 12,553
Following: 2,307
Engaged Fans- 99,016 Video Views: 11,695,614
Engagement %- .05756% Followers: 306,867
45% inactive, 8 % fake, 47%
good

6. Brand Summary: Lexus
• Campaigns on Facebook are well-executed, and supported on Twitter
• Accounts are heavy on promotion, light on engagement
• Word for word messaging is repeated across outlets
• Tone and voice are inconsistent. Language seems stifled.
• Issues:
• Inconsistency
• Create clear goals for each social channel.
• Lexus is progressive and edgy. Our social media, however, is not. Cut back on
formal tone.
• Be consistent in messaging and responses.
• Determine position on customer service via social.
• Establish brand guidelines and voice for L Studio.
• Convey a unified impression across channels, without using exact duplicate
content.
• Rewrite YouTube tags.
• Continue presence on G+ so page does not appear abandoned. Additional
resources should not be invested.

7. Audi: OVERVIEW
Fanbase: 5,901,496 (10.22.12)
Frequency of admin post: 1-2 times/day
Frequency of unique comments: Multiple
daily comments
Level of user-engagement: Very high
Need screen shots of facebook& twitter

8. TACTIC OBSERVATIONS
1. Customized Content Per Medium: - customizes copy for Twitter and Facebook for the same
assets.
2. Product Posts : Frequently post product photos to give their followers and fans both the
chance to imagine and a taste of daily utility.
3. Photos Rule: Frequently includes photo assets to enhance link and video content pushes.
1 4. RT Loyalist: Audi engages with their followers/fans by frequent retweets, spotlighting their
3
audience and rewarding their contributions.
2 4

9. MESSAGING TONE
With an air of confidence, Audi has a playful and accessible tone that invites their audience to
engage.
• Challenging/Competitive
• Anti-Establishment
• Humanized

10. Brand Summary: BMW
• Lowest follower count on Twitter and Facebook.
• Lowest percentage of engaged fans on Facebook.
• Twitter:
• RT compliments, but only sporadically engages with user to further
conversation
• Video, photo, Instagram, and link heavy
• Reads like an advertisement, not well-written
• 2nd in YouTube subscribers, lowest video views

11. Brand Summary: Mercedes
• Twitter:
• Use custom bit.ly shortener- mbenz.us
• Features links to reviews on other sites

12. ENGAGEMENT OPPORTUNITIES
With the goal of increasing engagement with our
community, Lexus could benefit from extra efforts in
rewarding our followers by replying to posts, retweeting
content, and “liking” comments.

13. AUDIENCE
With the goal of increasing engagement with our
community, Lexus could benefit from extra efforts in
rewarding our followers by replying to posts, retweeting
content, and “liking” comments.

14. Brand Summary: Audi

15. Facebook

16. Twitter

17. Twitter: Hashtags
#wantanR8 #mpower #LFAvJet #MTSUVOTY
#thingsslowerthanS #mmonday #LagunaSeca
#NewLexusES
6 #BMW #GangnamStyle
#BMWFanStory #MM
#allroad
#quattro #bmwtrivia #LexusIgnition
#thesmodels #LFA1k
#m3 #LexusCT
#greenissexy #alpina
#LexusLFCC
#3series4A4 #m6
#bmwactivehybrid #PursuePerfection
#A4memories
#stratos #3series #LexusEcoChallenge
#audiwinterride #activehybrid5 #LexusLove
#audi #lsetta
#myfirstaudi #ultimatedriver
#x1rto
#x1

18. HASHTAGS
Audi uses a series of hashtags including brand, specific models, product lines, and campaigns.
With their campaigns, they integrate the model name within the hashtag, i.e. #thingsslowerthananS6. Campaign names
also highlight the tone of their messaging.
BRAND
#Audi
MODELS
#A7
#S6
#RS5
#S7
#S8
#A3TDI
PRODUCT LINES
#theSmodels
#quattro
CAMPAIGNS
#WantAnR8
#A4memories
#thingsslowerthananS6
#ProgressIs
#Cometogether (campaign with Ducati)

19. YouTube

20. Final Thoughts + Action Items