Ann Arbor, Mich.—Facebook is by far the most effective way to woo would-be shoppers, according to a new study from ForeSee Results. The study, “The Key to Driving Retail Success With Social Media” found chains that use Facebook pages to promote new products and special sales are most appealing, reported the Kitsap Peninsula Business Journal.
Kevin Ertell, vice president of retail strategy for ForeSee Results is quoted as saying customers want to hear about sales and products via social networks, but many retailers aren’t doing that. Instead, retailers are offering engagement via polls, comments or customer services tools, which the study found are far less important to the consumer.
ForeSee found of the 69 percent of online shoppers who are social media users, 56 percent have chosen to “friend,” “follow” or “subscribe to” at least one store. But they are selective, with 61 percent of this group being connected to fewer than five companies. Another 21 percent is made up of more serious shoppers who follow between 6 and 10 stores, while just 18 percent is hardcore enough to have friended more than 10.
Facebook is the most popular with more than 80 percent of online shoppers who engage in social media are using it. YouTube comes in second at 31 percent, followed by MySpace with 22 percent, Twitter with 16 percent and LinkedIn at 12 percent.
The Business Journal reported customers who interact with a store brand through social media tend to be the most satisfied and more loyal.