By  on December 5, 2017

LONDON — Of all the figures that luxury analysts and investors constantly crunch — top- and bottom-line growth, cash flow and cash reserves – there are two that are becoming ever more important, although it’s unlikely they’ll ever appear on a balance sheet.

Social media share of voice — and engagement — are two of the hottest figures on the big brands’ books, with banks such as Barclays, Bernstein and Exane BNP Paribas reading the number of likes, followers and posts as indicators of brands’ health and future success.

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