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The main goal of this report is to analyze the social engagement of Swiss brands in social media. The three brands that were considered come from the Luxury watch industry. The Swiss watch brands with the highest ranking in the luxury segment on Interbrand Brand report are: Rolex, OMEGA and Patek Philippe and therefore our unit of analysis.

We have decided to carry out our analysis structuring the report by the different Social Media channels. This was done in order to assess how the respective brands are using these digital platforms when designing their social media campaigns and investments.

After a short start with an onsite analysis, we made research on the following channels: YouTube, Facebook, LinkedIn, Forums & Blogs and Twitter at the end.

After having analyzed all the relevant figures for each channel we ended each section with a channel´s score card. These score cards help us and the reader to make comparison among the three brands behavior in each section. 

These score cards will be the base for our overall analysis at the end of the report. The ratings are derived from the following seven variables:

• Social presence
• Dialog/customer engagement management
• Sentiment/advocacy management
• Support
• Innovation
• Communication leadership
• Linking value

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