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YouTube Outperforms Facebook As Social Media Platform For Promoting Beauty Products, The Body Shop Executive Says

September 19, 2013: 12:00 AM EST
Marketers should not focus too much on measuring the success of their online marketing by the number of Facebook Likes, according to cosmetics retailer The Body Shop’s social media head Rowan Standfield. Speaking at the Brighton Digital Marketing Festival, Standfield described his company’s search for alternative methods for measuring social media’s impact on brand marketing, which includes improving awareness of its cosmetics products and expanding its customer base to include Gen Y people, or consumers aged between 18 and 35. Standfield also said majority of conversations about beauty were occurring on YouTube, which has received at least 50 percent of The Body Shop’s resources for commissioning and managing its online video strategy.
Jessica Davies, "The Body Shop’s head of social dismisses continued “obsession” with counting Facebook Likes and shifts focus to YouTube", The Drum, September 19, 2013, © Carnyx Group Ltd
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