Fewer consumers ‘Like’ retailers on social media
Many retailers began using Facebook, Twitter, Google+ and other social media sites as a way to engage consumers, promote new products and sales as well as conduct customer service. However, it appears some shoppers are beginning to grow disillusioned with poorly implemented social media plans, with a new report from Shop.org and the National Retail Federation suggesting fewer people are following brands via social media.
According to the research, 51 percent of respondents follow a retail brand on at least one social network, which is down from 58 percent during the same timeframe last year. While this doesn't represent a huge drop off, it does suggest that some retailers are losing followers. Whether it's because of new privacy issues stemming from social media usage or ineffectual engagement strategies, retailers need to ensure they are providing meaningful value to consumers.
That said, the NRF was quick to note the efficiency with which retailers have adapted to new players in the social media landscape. A number of brands have already integrated Pinterest into their social media strategy, which is a picture-sharing site that can be used to disseminate photographs of new products, store locations and other company-related achievements.
"Retailers have done a commendable job embracing social media – engaging their customers where it makes sense while keeping their brand relevant, interesting, appealing and exciting on each platform," said Shop.org executive director Vicki Cantrell. "Specifically, Pinterest has given retailers another channel to listen to and interact with both existing and new customers."
Social clicks
Social media has also been pivotal to the generation of website traffic. After visiting a retailer's social profiles, many consumers will click through to the actual website. This gives merchants the opportunity to sell products and other retail services to visitors.
"Company blogs, YouTube and Facebook command the majority of consumers' social activity," the report added. "In particular, seven in 10 (70 percent) of those who follow a retailer's blog click through to the website, and though sometimes overlooked in the overall social media mix, more than two-thirds (68 percent) of consumers use YouTube to browse and research a retail company."
Facebook is home to more than 800 million users, while upward of 200 million people have Twitter accounts. Social networks give retail merchants a huge audience to work with. It's crucial that companies take advantage of this potential customer base.
