Fenty Beauty's Facebook
Fenty has 1,000,811 followers on Facebook but has significantly lower engagement. They get on average 300 likes, 6 comments, and 3 shares.
Generating Social Conversations and Sales Leads
Fenty has an option on their Facebook where you can 'Shop This Picture', which is a great way to engage your followers into sales. They see the product being used/promotions and allow them to buy directly from clicking on the shopping bag next to the product.
However, Fenty lacks in giving superior customer service in terms of their social medias. Typically, fans comment with no response from the company. They could take an extra step in having someone respond to these questions in a quick timely matter. There is little conversation between the customers and the company in their comments on Facebook.
Capitalizing on real-time trends and topics through listening
According to Khoros's Social Media Pocket Guide, brands can choose to use their social media to capitalize on real life trends. Fenty took a step to address political issues surrounding the country's Roe v Wade decision. This directly ties in with the brands overall message of freedom of self and made it clear to voice their opinion in regards to the ruling.
"Include relevant hashtags so your audience can follow the
conversation and participate"
"We loved celebratin’ this moment with our #FENTYFAM & @sephora squad!"
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Fenty uses minimal hashtags which adds to their value as a brand without being too busy. This hashtag in particular emphasizes a community they have built and allows for their customers to be part of the #FentyFam
Shortcomings?
The main issue I have found with their social media accounts, not just Facebook, is that they do not engage with their comments. Understandably they are a larger company, but adding a touch of personalization with comment responses would boost their overall engagement and allow for a direct line of communication. This ties in to Spredfast's Facebook tips, where the topic of "You ruined it. Now fix it", if there is any issue/comment, there is typically no response from the team.