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Lorna Jane tightens up social media apps

Women’s leisurewear company Lorna Jane has tightened the reins on its Facebook presence with the rollout last week of new software designed to give companies centralised control over their often fragmented social media activities.

Australian brands are racing to intensify social media monitoring, in the wake of a warning from the Australian Competition and Consumer Commission that businesses that fail to remove false or misleading public comments from their Facebook pages could face court action.

The warning followed an Advertising Standards Board ruling that deemed everything appearing on a brand’s Facebook page to be advertising, regardless of whether posted by the company or the public.