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Amazon reaches number one in Social Media Benchmark survey

Online retailer Amazon has topped the Facebook league table in the latest Social Media Benchmark results from edigitalResearch for the first time in the benchmark's three year history.

The study found that Amazon now has around 3.8 million followers, almost half a million more than any other retailer on the site.

eDigitalResearch says that Amazon has grown its UK Facebook followers from 68,000 in the last three years by using techniques such as encouraging website users to share their Amazon purchases with their online friends, and by posting engaging content that encourages followers to get involved. It has also used sponsored stories on a regular basis to reach a wider audience.

Despite there being a limited number of UK retailers actively engaging with users on Google+, the research found that those who do invest time in building a following on the site continue to attract high numbers of new followers. Despite the social media platform launching just a couple of years ago, top placed ASOS has over 2 million followers on the site, just half a million less than their more established Facebook account. Meanwhile, 15th place New Look has under 4,000 followers on Google+ and considerably less than 14th place Tesco which has managed to attract a substantial following in just a few months.

Derek Eccleston, commercial director at eDigitalResearch, explained: “Social media continues to be an important platform for retailers and brands alike. Many of our conversations are now taking place online and social media provides retailers with the opportunity to increase awareness of their brand, boost engagement levels with customers and provide an open channel for people to get in touch. As the social media landscape continues to diversify, it is important that retailers and brands take the time to understand their audience and key target groups, ensuring that they are actively present in the same places online as their customers are.”

The benchmark also found that Topman continues to dominate the Pinterest league table with over double the amount of followers than second placed Net-A-Porter, whilst Marks & Spencer and Jack Wills have both entered the Top 20 for the first time.

Source : Retail Bulletin

15 August 2013
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