Mary Kay, the No. 6 direct seller in the world according to the 2011 DSN Global 100, recently reached the 1 million Facebook fan mark, a number that has become the benchmark for successful consumer engagement for brands.
“The million fan mark on Facebook is the quintessential gold standard of a brand’s success in engaging consumers,” said Sara Friedman, Mary Kay’s U.S. Vice President of Marketing. “Every time a person gives us the ‘thumbs up,’ it means that one more person is engaged with our brand and loves our products. Our fans love every aspect of Mary Kay from our irresistible products to the rewarding opportunity to the positive community impact. An engaged consumer who is an advocate for your brand is one of the most valuable partners any company can have.”
Mary Kay launched its official Facebook fan page in November 2009. In March 2010, the U.S. fan page reached 100,000 fans and half a million by August 2011. Over the last year, activity on the page has increased significantly with a 600 percent increase in content posted by fans and 848 percent increase in fan comments. All this activity has driven fan engagement and a steep increase in fan growth over the last several months.
“Social networking isn’t a new concept to Mary Kay,” said Kim Sater, Mary Kay’s U.S. Director of Consumer Marketing. “For nearly 50 years, we’ve relied on people interacting with one another and word-of-mouth advertising to increase our brand awareness. Facebook and other social media tools provide another venue for us to engage consumers. We’ve basically replicated our 50-year history of social networking into social media.”
Along with Facebook, Mary Kay’s social media presence extends to Twitter, YouTube and newly launched Pinterest. Mary Kay’s combined social media presence engages more than 1.6 million consumers around the world.
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