Stella McCartney Social Media Rhetoric Analysis

Hashtags used

Facebook:

#Summer16

#Autumn16

#StellasWorld

Twitter:

#Summer16

#Autumn16

Instagram:

#Summer16

#StellasWorld

#StellaMcCartney

Pinterest:

#Summer16

#StellaMcCartney

 

Same Post, Different Sites

12697168_10153607430189864_8620957327989795166_o

Facebook: Slashes of ‪#‎Summer16‬ transparency shot by Mert and Marcus for the February 2016 issue of Vogue.

Twitter: Slashes of #Summer16 transparency shot by Mert and Marcus for the February 2016 issue of @VogueMagazine.

Compare/Contrast: The only difference here is that Vogue Magazine was tagged in the Twitter post, but not in the Facebook post, even though Vogue is also on Facebook.

12651347_10153604761854864_1588062121716754558_n

Facebook: Jennifer Lawrence stuns in a tailored jacket and trousers from the ‪#‎Autumn16‬ collection at the 88th Annual Academy Awards nominee luncheon

Twitter: Jennifer Lawrence stuns in a tailored suit from #Autumn16 at the 88th Annual Academy Awards nominee luncheon.

Compare/Contrast: Twitter posts only allow for 140 characters, which is probably why the Facebook post is more specific.   The Facebook post states that she is wearing a “tailored jacket and trousers” from the “#Autumn16 collection”, and Twitter states that she is wearing a “tailored suit from #Autumn16”.

 

12670844_10153594824734864_854768443277786624_n

Facebook: Find dual-toned ribbed knits in tomboyish shapes from ‪#‎Summer16‬
Pre-order here: http://stell.am/1Ks8MkO
‪#‎StellasWorld‬

Twitter: Find dual-tone knits in tomboyish shapes from the #Summer16 collection: http://stell.am/1o6hlHO

Compare/Contrast: On Twitter, she specifies that #Summer16 is a collection of her designs, and then links to her website.  On Facebook, she gives a second call to action by stating, “Pre-order here” (the first call to action may be found in use of the word “Find”)

7885998c2ec1a86ed9413fc4b3723cb5

Facebook: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Twitter: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Instagram: One of my tailored jackets from my first ever collection! Fond memories!..x Stella

Pinterest: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Compare/Contrast: These are very similar posts.  The only difference is in the way it is signed on Instagram, with a shortened ellipsis.

88cf1563f6844c088345c3e46935786e

Facebook:

“I wanted to evoke the laid back feeling of summer; a celebration of love and friendship. The images have a sense of lightness, an open heart with an edge to it.” – Stella McCartney

Summer knitwear takes on new life with sporty details in hot hues. See Natalia Vodianova and Mariacarla Boscono in our new #Summer16 campaign shot by Harley Weir.

See more on #StellasWorld: http://stell.am/1PmBgwq

Twitter: “It’s a celebration of love and friendship.” Discover the new campaign by Harley Weir: http://stell.am/1UuSUOC

Instagram: “I wanted to evoke the laid back feeling of summer; a celebration of love and friendship. The images have a sense of lightness, an open heart with an edge to it.” – Stella McCartney Summer knitwear takes on new life with sporty details in hot hues. See @NataSupernova and @iosonoMariacarlaBoscono in our new #Summer16 campaign shot by @HarleyWeir. See more on #StellasWorld. #StellaMcCartney

Pinterest: #StellaMcCartney #Summer16 ad campaign

Compare/Contrast: There is a vast difference between how she promotes this post on all other websites, and how she promoted the post on Pinterest.  Pinterest was only given hashtags for the brand name and the collection, with the two word description “ad campaign”.  The other websites told a story and made the post personal.  Even the Twitter post with its 140-character allowance was given a personal touch, with a concise description of what is found on both Facebook and Instagram.  Again, Facebook is not used to connect to other brands, and this time Twitter is not used for that purpose, but Instagram is.

16b41cee1a3e08bd87608ec43769a2ea

Facebook: Pre-order now: http://stell.am/1SY3U9D

Twitter: Form flattering knitwear sits close to the skin in feminine tones from #Summer16: http://stell.am/1o6hlHO

Instagram: Form flattering knitwear sits close to the skin in feminine tones from #Summer16. Pre-order now at #StellaMcCartney.com #StellasWorld

Pinterest: Look 15

Compare/Contrast: Instagram and Facebook both use a call to action by telling the viewers to “Pre-order now”.  Twitter links to the site where a pre-order can be made, but a viewer might not necessarily know that without being told that that’s what the link is for.  In one of the more uncommon uses for Facebook, the post is not very descriptive, but is much more descriptive on Twitter and Instagram.  Pinterest again received the least amount of attention in the post, with only the word “Look” and the number 15.  One could assume from the Pinterest post that this look is from one of her collections in 2015, given that she often uses such a suffix to identify her collections.  A user would have to follow the link or look to other websites to determine what makes the number 15 significant here.

Analysis

Hashtags

The hashtag #Summer16 is used the most across her most recent top posts. It’s only February, but the fashion world looks several months ahead. Twitter is where hashtags began to be used, but Stella McCartney does not maximize their use on this site.  She posts about an equal number of hashtags on Instagram as she does on Facebook.  This makes sense as hashtags are appropriate on Instagram, but they are not very popular on Facebook.  She also distinguishes herself from her brand, with #StellaMcCartney used as the brand tag and #StellasWorld used for her personal life.

Posts

For the most part, she is consistent in posting the same content to various websites.  The photos and their captions are similar from site to site, with minor differences in wording.  Twitter and Facebook seem to be used more for promoting the brand and giving peeks into the personal life of the designer.  Wanting to appear personal and personable is also a quality that comes across on the About page of her website.  She uses this page to talk about her history as a designer, but also gives indications of her personal life with statements such as “lifelong vegetarian”.  One thing I noticed is that the website About page and the Facebook About page seem to be largely copy-and-paste from each other.  However, the Facebook page states that she has “23 freestanding stores…in 50 countries”, and the website states that she has “40 freestanding stores…in 70 countries”.  That is a pretty significant difference.

She seems to be most active on Facebook.  I could find all of her Facebook posts on the other social media sites she uses, but only some of the content used on the other sites is also found on Facebook.  This shows that she is least selective about Facebook posts and more selective when it comes to content on other websites. I thought at first that this might be because she has the most followers on Facebook and is connecting to as many people as possible.  Then I looked at how many followers she has on each site, and of the four sites I chose to look at for this brand, Facebook is ranked #3 in amount of followers.  I think now it has less to do with how many people are connected to the brand online and more to do with how active those followers are.  The Facebook posts consistently received much more attention than the same post on other websites.

Twitter is being used for promoting the brand and giving glimpses into her personal life, but is also used to connect with other brands, which is something that doesn’t seem to be done on other sites.  For example, in the first post given above, she connects to Vogue Magazine on Twitter but not on Facebook, despite the fact that she has far more engagements on Facebook.

Instagram seems to be used more like an online fashion magazine.  There is some personal content, but a lot of it is photographs of models on a runway or advertisements for the designs.  The photos are almost all of professional quality and plenty of hashtags are used.  Other brands are connected to.

She is least active on Pinterest, and this site also has the least amount of followers, though at more than 47k followers that is still pretty successful.  She organizes her Pinterest boards by season, such as Summer 2016, Advertisements, and her designs for children.  She doesn’t use many hashtags on this site.

This brand does not use the same post for multiple websites. She tailors the post for how each website is used – using Twitter and Instagram to connect to others in her industry, using consistent hashtags that identify her brand and promote her collections, and using good quality photos on Instagram.  She also takes advantage of the fact that more users are actively engaging on Facebook by using that website to post the most content, which is great for word of mouth advertising – or, more appropriately, having more engagements on Facebook should lead to others to see these engagements and perhaps also connect to the brand page.

 

Advertisements

One thought on “Stella McCartney Social Media Rhetoric Analysis

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s