CorpComms Magazine

Facebook is the most popular site for retailers to connect with online users, but high street fashion chains are the most active with Top Shop regularly engaging with more than 1.2 million customers, according to new research.

River Island with almost 900,000 fans, New Look with nearly 850,000 fans and Next with just over 500,000 fans take the next top three positions, while Amazon takes fifth place, according to eDigitalResearch.

All five retailers have significantly increased their Facebook fan numbers since August 2010, when eDigitalResearch last reviewed them. Top Shop, which uses Facebook to promote exclusive in-store events to encourage sales, has almost doubled its fan base while New Look increased its fan base five-fold.

Supermarket group Sainsbury's, which five months ago had a limited presence on Facebook, has since built up a strong following using interactive and exclusive features, such as videos, to maintain interest, and feedback forums, discussion boards and embedded quick polls to gain customer insight.

The research found that successful social media campaigns combine a mixture of messages, including interacting and engaging with customers, direct product push and brand reinforcement. But the most successful campaigns integrate content across several different social media platforms.

The top five retailers on Twitter have not changed since August, with Top Shop once again taking first prize, with almost 120,000 followers. Online retailer Asos, with 71,312 followers, Amazon, PC World and Waterstone's take the next five positions. 

Book chain Waterstone's provides exclusive content, customer service and regular updated posts on its Twitter account, with links back to its transactional site to encourage purchases. 

Some retailers, such as ASOS and supermarket giant Asda, have set up dedicated Twitter feeds purely to solve customer queries. But the research criticises Carphone Warehouse, which it claims has set up so many Twitter accounts that it is difficult to find the official one.

Derek Eccleston, research director at eDigitalResearch, said: 'Our research clearly shows that consumers are increasingly using the platforms to communicate issues and ideas to retailers.

'What retailers need to ensure, however, is that they are making the most of these loyal and dedicated online users to gain feedback, insight and create brand advocates with an innovative and effective social media strategy, which is constantly monitored.'

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