According to recent reports, fashion e-tailers are beating the rest in their Facebook/Twitter campaigns. It shouldn't come as a surprise that fashion retailers are best at generating social media buzz and gaining loyal followers--after all these platforms lend themselves well to photographic images and community-based input, both essential features of the fashion retail experience.
Both Asos.com and Topshop have near 2 million followers. Through Facebook they not only advertize new products, but generate content that engenders reader interest and support. Why have they been so successful? Well, it's not necessarily the amount of posts. Topshop (ranked highest), for example posts 25% of the posts that Topman (ranked lowest) does, indicating that it's about quality, not quantity. The last thing people want is to "like" a brand that is going to populate their wall with tons of irrelevant material. Based on this assessment, Topshop and others might want to look at fashion blogs and facebook pages for their source of competition for content.
Finally, it's essential that these brands maximize their impact while recognizing the ROI they receive from successful social media presence -- does having 2 million facebook followers convert into real dollars? Are you just providing free content that doesn't lead to product purchase?
http://econsultancy.com/us/blog/10514-topshop-is-top-retailer-for-facebook-fans-and-twitter-followers?utm_medium=email&utm_source=daily_pulse
1 comment:
At this point it is difficult for brands to monetize facebook. Even for the brand that I work at only .02% of all revenue from last year came from referral traffic on facebook. In many instances liking a brand is done by a segment of the population on facebook that can't even necessarily afford to purchase luxury products. We look at facebook more to build awareness and cultivate customers in the hopes that they might purchase entry point items or keep them interested in the brand long term so that when they when they do make enough money to purchase luxury goods our brand is one of the brands they think of.
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