Dive Brief:

• Tiffany & Co. is communicating with consumers successfully on Twitter, where it has more than 1.4 million followers and is the top luxury brand, according to Engagement Labs. 
• The brand also has 8.3 million followers on Facebook, where it emphasizes product promotions, and 3.3 million on Instagram, where it mainly publishes product photography.
• Engagement Labs named Christian Louboutin the top luxury brand on Facebook and Valentino the top brand on Instagram; the brands placed second and third on Twitter, respectively. 

Dive Insight:

Tiffany & Co. is showing luxury brands how Twitter is done, growing its follower base 30% since January 2015 to reach 1.4 million followers. The company uses the platform for a variety of purposes, including delivering news, responding to customer inquiries, and most of all, communicating a clever brand personality.

Tiffany is now the top luxury brand on Twitter, according to an Engagement Labs report measuring consumer engagement, brand responsiveness and other metrics. Witty tweets such as “The only thing blue about Monday should be a Tiffany Blue Box” and hashtag campaigns such as  the recent #WillYou effort promoting engagement rings have proven effective.

The feed is also studded with stars such as actor Liev Schreiber, but its most effective tweets seem to be the simple text messages for which Twitter is known best, according to the company. Tiffany plans its social media schedule two months in advance and recently integrated its content and social teams for better brand consistency.