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Tuesday was Victoria Beckham’s 38th birthday — but it was also the same day she unveiled the launch of her brand’s Facebook page over Twitter. She tweeted the news to her more than 3.3 million followers at 9:43 a.m., encouraging them to follow her on the brand’s new Facebook timeline at Facebook.com/victoriabeckham, and within 24 hours (to the minute), the page went from just over 12,000 “likes” to 105,551 — a 780 percent increase.
Below, Beckham chats with WWD about social media, her Twitter strategy and her favorite style apps on her iPad.
This story first appeared in the April 19, 2012 issue of WWD. Subscribe Today.
WWD: You launched a Facebook page Tuesday. Why now?
Victoria Beckham: It’s something I’ve been talking about doing for the brand for a long time and so it wasn’t a question of a specific time — it just happened to be ready for launch now and I am really excited at the possibilities for my brand messaging that it opens up.
WWD: You’ve become quite the avid tweeter since joining Twitter last year. Now, you have more than 3.3 million fans. To what do you attribute such rapid fan growth?
V.B.: It’s been a really interesting experience. I would imagine some of the growth can be linked to the fact that I try to give some personal insights to my followers as well as keeping them abreast of the business. I also think that my fans and customers really get to know me and my sense of humor through my tweets. I think people see the real me.
WWD: How would you describe your Twitter strategy?
V.B.: It’s to build an engaged audience through both personal and brand messaging. I used Twitter a lot during last season and particularly during New York Fashion Week. It gave me the opportunity to share the experience of the show with everyone following me. That’s something I plan to continue.
WWD: Does this extend to all social media outlets, including Facebook?
V.B.: Facebook is definitely more brand focused although I hope to be able to bring my personality to the page. Twitter for me is more personally focused.
WWD: What type of content can we expect on your Facebook page?
V.B.: Through both Twitter and Facebook I’m looking to provide a sneak peek at the world of the Victoria Beckham brand with a global reach. You can expect to see exclusive photos, video and behind-the-scenes content. Also celebrity images, archive material relating to past collections and all up to the minute news — anything relevant pertaining to the brand and each of its categories. It’s also really important to me that the page is visually strong and I have spent a lot of time working on that aspect within the Facebook structure.
WWD: What is your favorite digital medium?
V.B.: I really don’t have one at the moment! I am really enjoying learning about each of them as I use them and engage with my followers. I must say, I do like using style apps on my iPad, and I also like to shop online. I love Net-a-porter in particular. Being a working mum with four children having the ability to shop online is wonderful.