Few can argue that social media has revolutionized the way people communicate with each other. The red velvet ropes that separate “us” from “them” are gone, replaced with direct lines of communication between “regular people” and the celebrities they follow, the politicians they elect, and the brands they use. However, as we have documented throughout our SUBSCRIBERS, FANS, & FOLLOWERS research series, not all social networks—or social audiences—are created equal. The expectations of your Facebook fans are likely vastly different than that of your Twitter or Pinterest followers. The key for retailers, therefore, is not only to build these social audiences, but engage them in ways that keep them passionate for your brand.
As part of our research, we examined how the Hot 100 Retailers were engaging four very different social audiences:
- YouTube
Strategies for social engagement appear to vary greatly from retailer to retailer—perhaps due, in part, to the relative youth of these social networks. After all, it’s rather difficult to have a set strategy when the social networks themselves continue to evolve rapidly. For that reason, we share our social engagement findings more as a snapshot of what’s happening at this specific moment in time— knowing full well that only with the maturation of both the social channels and consumers use of them will clear “best practices” for each emerge.
Here are some of our findings:
- 1,187,957 likes with a 1.95% fan engagement rate (average of 23,200 “People Taking About This” on Facebook—an aggregate of likes, shares, and comments by fans)
- 14 of the Hot 100 Retailers had coordinated Facebook localization strategies
- Average response time to wall posts was 7 hours
- 94 of the Hot 100 Retailers had Facebook pages
Download the larger infographic here.
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