According to the latest eDigitalResearch Retail Social Media Benchmark results low-cost fashion retailer Primark have added the greatest number of new followers in the last six months, attracting almost 1/2million new Facebook ‘likes’.

Primark’s lack of a transactional website means that they are able to use social media to their advantage, posting pictures of products and encouraging users to visit their nearest store.

Meanwhile Amazon have managed to capture some of the highest numbers of new followers after the introduction of their #AmazonBasket hashtag.

The #Amazonbasket initiative allows social media users to add products directly to their Amazon basket if they reply to an Amazon post and use the hashtag. Since the introduction of the hashtag in June this year, Amazon have moved an impressive nine places up the Twitter league table and into the top ten, attracting almost 150,000 new followers in just six months.

Elsewhere in the benchmark, Amazon continue to reign supreme at the top of the Facebook league table with over 1million more followers than second placed Topshop – despite Amazon’s page being focused solely on their UK customer base while Topshop have merged their presence into a global brand page.

The latest set of results marks four years since the very first Retail Social Media Benchmark. Comparisons reveal just how much popular social media platforms, such as Facebook and Twitter, have changed over the years as they look to strengthen commercial ties with international brands and allow them to reach out to audiences across the world. The research suggests that Amazon’s Facebook page following has grown by over 7000%, while second place Topshop have seen their followers grow by over 600%.

Chris Russell, Joint CEO at eDigitalResearch, comments, “Social media is no longer a nice to have – more and more of us are using social media platforms as a means of contact and connecting with people and therefore brands and retailers need to make sure that they’re also connecting with customers this way, creating a rapport and relationship with users and fostering higher customer engagement and loyalty levels.

“Social media is a great resource to reach out to customers, and on a global level. But it’s not just about reaching out and connecting with people. Social media generates a high level of customer to customer conversations – tapping into these conversations will help to better understand customer needs and improve the overall customer experience”.

To download the full Retail Social Media Benchmark results, please complete the following short registration survey:

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