Twitter Best Practices: Tiffany & Co.
A warm welcome and lots of good wishes on becoming part of our growing team. You’re going to be a valuable asset to our company, and we can’t wait to see all that you accomplish. The entire team of Tiffany & Co. is thrilled to welcome you on board. We hope you will do some amazing works here!
Let’s dive right in!
Background Information:
Founded in 1837 by Charles Lewis Tiffany, and located in New York City, Tiffany & Co. is known for its luxury goods, particularly diamonds and sterling silver jewelry. It markets itself as an arbiter of taste and style.
Brand Voice:
With such a high-value reputation, it’s important that Tiffany finds a way to reinforce (and not tarnish) its brand on social media. And it does so brilliantly. Indeed, each piece of content that Tiffany & Co. publishes is as refined and as high-quality as any one of its products. Each image is as sophisticated as it is beautiful, and the accompanying copy often twinkling with poeticism.
Twitter is the platform for updating customers on timely brand news, responding to customer service inquiries, interacting with real-time events and cultural moments, and portraying the brand’s personality.
Content Expectations:
These timely tweets are part of the company’s planned social media calendar, which the team plans two months in advance. You’ll work with a small team of individuals that includes internal art directors and producers, copywriters and a community manager. In the past year, Tiffany changed its production strategy so that the content team and the social team would work together, for voice consistency between social posts and branded content.
“The greatest strategy in the digital age is understanding that today’s strategy is not your strategy tomorrow.”
1. Quality over quantity.
Tiffany & Co. knows the value of our reputation, and has figured out a way to establish a presence on social media that reinforces, rather than competes with, that reputation. Much of that can be credited to the high-level of our posts across platforms. Each piece of content we share is deliberate and tidy, rather than mechanical. The copy we write is top-shelf, just like our products. Each image is beautiful, sophisticated, and matches the aesthetic quality that our brand is known for.
2. Be consistent… but change it up.
Tiffany & Co. obliges with a steady stream of top-notch content for our fans to consume. In keeping with the brand’s allure, Tiffany has mastered the art of giving our audience just enough to leave them wanting more.
3. Tell a story.
People love stories, and the emotional power of social storytelling is not reserved solely for luxury brands. Creating a story around a product or service — rather than simply pushing its features or touting its benefits — gets the audience involved and feeling. And research shows that people don’t buy a product or a brand — they buy what that product or brand represents, and how it makes them feel.
Tiffany & Co. has created several successful social campaigns that harness this emotional tool, combining a memorable hashtag with captivating images and powerful text. #LoveNotLike is a recent campaign around which we’ve created a series of posts across different platforms that feature both photos of our jewelry as well as other imagery designed to evoke an emotional response from our audience.
User-Generated Content:
We benefit from user-generated content because it allows our customers to get a sense of our product in everyday life and promotes our brand in a more organic nature. When posting customer content use #repost and tag or @ mention the initial source in the image, for proper credit.
Create a designated hashtag for user-generated content. Encourage people to share images, experiences, or a sentiment that is related to your brand’s marketing campaign.
Video Content:
Tiffany’s online marketing have also been greatly accentuated by well-produced video campaigns.
The “Will You?” campaign was accompanied by videos featuring anxious couples being separated, only to be reunited by love and of course, Tiffany jewelry. The videos were viral successes, reaching millions of eyes, and generating similar levels of word-of-mouth.
The “Will You?” campaign, was a wild success. It featured a diverse range of real-life couples, including same-sex ones. The campaign projected sentiment, emotion, and romance.
Brand Advocates:
Advocates can be seen as mediators between a brand and its prospects. Advocates bring in new leads and serve as a great reference for your brand. They also influence your prospects’ perspective through publicly sharing positive experiences with your brand as well as branded content on their social media channels. @ladygaga captures the essence of our new #TiffanyHardWear collection.
Customer Service:
Tiffany & Co. occasionally responds to tweets from other users, however never more than one or two per day. We have a very limited repertoire of minimalist responses, which include “lovely,” “perfect,” “indeed,” and “cheers to you on your birthday.”
When responding to customer queries and complaints keep it short and simple: “Please email us at service@tiffany.com with the best way to reach you, so we may address your comments. Thank you.”
Community Awareness:
It’s important to stay connected within our community and support current social issues.
At Tiffany, we celebrate love in our world and inspire love for our world. For over 25 years, we’ve been a leader in sustainable luxury, driving positive change across our three pillars of Product, People and Planet. At Tiffany, we celebrate love in our world and inspire love for our world. For over 25 years, we’ve been a leader in sustainable luxury, driving positive change across our three pillars of Product, People and Planet.
Now that we’ve covered the basics, we’re excited to watch your passion and creativity pour into our little blue box. Should you have any questions or need additional assistance, please seek out your team lead for help. As always, you can revisit previous Twitter content to get a flow of how we at Tiffany & Co. enhance our brand through the social experience.
References:
Ambassify. (n.d.). Ambassify. Ambassify. Retrieved February 21, 2021, from https://www.ambassify.com/dictionary/advocates/#:~:text=Advocates%20can%20be%20seen%20as%20mediators%20between%20a%20brand%20and%20its%20prospects.&text=Advocates%20bring%20in%20new%20leads
Digital Marketing Lessons Brands Can Learn from Tiffany & Co. (2019, May 29). CMDS. https://www.cmdsonline.com/blog/the-looking-glass/3-digital-marketing-lessons-brands-learn-tiffany-co/
History of Tiffany & Co. — FundingUniverse. (n.d.). Www.fundinguniverse.com. Retrieved February 21, 2021, from http://www.fundinguniverse.com/company-histories/tiffany-co-history/
How Tiffany & Co. Built a Diamond Digital Marketing Strategy. (n.d.). ETail Boston 2020. https://etaileast.wbresearch.com/blog/tiffany-co-diamond-digital-marketing-strategy
How Tiffany found its Twitter voice. (2016, January 7). Digiday. https://digiday.com/marketing/tiffany-co-found-twitter-voice/
Koh, M. (2020, June). Digital Aged Diamond: Tiffany & Co. Embraced Online Marketing [Review of Digital Aged Diamond: Tiffany & Co. Embraced Online Marketing]. ReferralCandy Blog. https://www.referralcandy.com/blog/tiffany-marketing-strategy/
Moth, D. (2013, August 19). How Tiffany & Co. uses Facebook, Twitter, Pinterest and Google+. Econsultancy. https://econsultancy.com/how-tiffany-co-uses-facebook-twitter-pinterest-and-google/
Responsible Diamond Mining & Sustainability | Tiffany & Co. (2017). Tiffany.com. https://www.tiffany.com/sustainability/
Romero, L. (2020, October 9). Kate Spade New York: Best Practices Guide for Instagram. Medium. https://lisa-romero.medium.com/kate-spade-new-york-best-practices-guide-for-instagram-4c2f8d2ef36a