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Marketing

Published May 24th 2011

M&S results – the social media view

Today’s news that Marks & Spencer has made a 12.9% jump in underlying pre-tax profits prompted us to take a look at the social media story behind the brand over the last few months. Although M&S can obviously give us their take on this heartening news – on BBC Breakfast they assured us that customers had chosen M&S as the place to treat themselves to quality goods while they were cutting back in other areas on cheaper brands – we seized the opportunity to dig deeper into social media to find out what customers are actually saying.

Looking at the graph below, we can see that there is a fairly steady rise in positive sentiment towards the brand – reflecting the story behind today’s results.

History graph showing sentiment towards M&S from 23rd February to 23rd May 2011

When looking into individual mentions, the majority of the chat was surrounding their food with some also praising their their “perfume dupes”: Azure Breeze which apparently resembles D&G’s Light Blue and True Red – apparently very similar to Hugo Boss’ Deep Red.

The food offers rather than top end grocery items are what we’ve uncovered as the most popular. Their now infamous dine in for £10 deals remain a firm favourite as well as many twitter users choosing M&S as their favourite go to destination for lunch.

Looking mentions tagged within negative sentiment, the key factors are concerning the in store experience and M&S customer service – also echoed in today’s Guardian analysis which found ‘M&S stores ‘difficult to shop’ in’.

Overall – the trial via social media, looking at the last month’s sentiment results follows today’s results in showing that M&S has many more fans than critics.

M&S online buzz from 23rd April to 23rd May 2011

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