Pure-play giant 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 have around 3.8 million followers, almost half a million more than any other retailer on the site. Over the past three years, Amazon have slowly grown their UK Facebook following from 68,000 followers by using techniques such as encouraging website users to share their Amazon purchases with their online friends, as well as posting engaging content that encourages followers to get involved. They also appear to have invested in Facebook, using sponsored stories on a regular basis to reach a wider audience.

Elsewhere, eDigitalResearch also found that retailers who are actively using Google+ continue to attract high numbers of new followers. Despite the social media platform launching just a couple of years ago, top placed ASOS already have over 2 million followers on the site, just half a million less than their more established Facebook account.

The use of Google+ by consumers is growing and the site reportedly overtook Twitter in terms of global users at the beginning of the year. Despite Google+ offering what would appear to be a wider, more active and engaged group of users, there are still a limited number of UK retailers who are actively engaging with users on the site. 15th place New Look have under 4,000 followers on Google+ and considerably less than 14th place Tesco who have managed to attract a substantial following in just a few months

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “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 continue 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. However, there is still no representation in the league table from the UK’s supermarkets. The challenge for these retailers going forward will be coming up with more creative image based content that users want to engage with.

Download a copy of the latest social media benchmark results by completing the following short registration survey:


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