We've found that fashion, Twilight or otherwise, is very visual. There is so much opportunity to really engage and measure in this space.  Integrating all social media channels works very effectively in promoting an event.  Twitter and blogs were excellent channels for marketing the Twilight movie sweepstakes and the New Moon Fashion collection introduction.  However, in such a visual environment, results would have been even more impressive if video and imagery had been an integral part of the campaign.

As part of the analysis, we manually compared the activities of a few major retailers(Nordstrom, Macy's, Neiman Marcus and Saks Fifth Avenue) on Twitter, YouTube, Flickr and Facebook. Some retailers are stronger in one channel than another, but none seems to have mastered usage of them all, particularly when the platforms are integrated.

Some of our conclusions:

• These retailers have all taken the first step in incorporating social media as part of their ongoing efforts and should be applauded.
• Fashion is a highly engaging, emotional, consumer oriented category.  It is the perfect match for the participatory, engaging nature of social media. Thus, the retailers should be at the forefront of this activity with more dynamic videos, images, blogs, tweets, Facebook and MySpace pages.
• However, all activities must be integrated across the social media platforms and websites.

What do you think about the analysis?  What conclusions can you draw from the report?