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Sep 29 / 1:31pm

Online Retailers: 99% Plan to Have Facebook Fan Pages

via Mashable! von Jennifer Van Grove am 29.09.09

social mediaWith two-thirds of marketers using social media, and retailers shifting marketing dollars towards social initiatives, it comes as no surprise that new research from the e-tailing group and PowerReviews shows that brands are more hip to social media than ever before.

What is quite remarkable, however, is the extent at which brands and retailers are adopting and implementing social media tools, and their preferred social home — Facebook. According to eMarketer, a combined 99% of surveyed online retailers currently employ (86%) or plan to employ (13%) Facebook Fan Pages.

Similar stats hold true for Twitter too. 65% are already all a-Twitter, with 26% planning to get in on the action as well. If the survey results are to be trusted, nearly all online retailers will have Facebook Fan Pages, and 91% will be using Twitter for status updates by the year 2011.

Data from the “Community and Social Media Study” was gathered between August and September of this year, and shows that retail respondents are also favorable to creating and managing their own blogs, but they’re not as keen to adopt the longer form outlet as readily as they are Facebook or Twitter. In fact, at first glance, it might be a little surprising to find that only 55% of those surveyed have blogs now, but 65% and 86% have Twitter accounts or Fan Pages respectively.

social media marketing

Marry those stats against the fact that retailers still fear losing control of their branding, and you have a bit of a oxymoron. The data shows that retailers are actively adopting social media tools on third-party sites over adding social utilities like a blog, Facebook Connect (43% use today), or forums (27%) to their own sites. But, according to the report, “One of their biggest fears was that customers would abandon their site in favor of one that was more socially engaging.”

Perhaps that conundrum can be rectified by the notion that the study also found that “the primary social media goal … was to increase customer engagement.” Social sites do offer a quick and easy way to reach and engage with a broader customer base. Just look at the New England Patriots Facebook initiatives for a prime example of a big brand opting to add social utility on Facebook instead of their own website.

Interesting enough is that this study’s social media adoption rates closely mirror a recent Mzigna/Babson Executive Education study, but that particular study also found that 84% don’t measure the ROI of their social media programs. Clearly we can expect to see adoption rates continue to rise, but what happens after the Facebook Fan Page, Twitter accounts, and blogs are created still remains somewhat of a mystery.

Image from Pete Kim, on Flickr


Reviews: Facebook, Flickr, Twitter

Tags: BLOGS, facebook, research, social media marketing, twitter


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    Aug 27 / 1:47pm

    Spotify for iPhone “Approved” – in the App Store soon

    Spotify for iPhone “Approved” – in the App Store soon

    By Martin Bryant on August 27, 2009

    SpotifySpotify, the streaming music app that’s taken Europe by storm over the past year, has had its iPhone app approved by Apple.

    There had been doubt it would be approved thanks to Apple’s policy of blocking apps that duplicate native apps (in this case by playing music). The fact the Spotify app may interfere with Apple’s iTunes revenue stream also caused doubt over the app’s future.

    Paid Content UK quotes an Apple spokesperson as saying:

    “The current status as of right now is it’s been approved and we hope to add the app to the more than 65,000 apps on the app store very soon. We’ve been in constant communication working with the developer and have already notified Spotify that the app will be in the app store very soon.”

    We’re big Spotify fans here at The Next Web and we look forward to giving the app, that allows you to not only stream music over your wifi connection but also store music from Spotify’s vast library to play on the go, a thorough testing.

    Here’s a video of the app in action:

    YouTube Preview Image

    We’d love to have your opinion about us. Join our reader survey and win 2 VIP tickets to The Next Web Conference 2010

    MartinWritten by Martin Bryant , Co-founder, Social Media Café Manchester
    Martin Bryant is based in Manchester, UK. A co-founder of the city's monthly Social Media Cafe events and award-winning blogger, he trains young people in broadcast and social media skills and produces digital media in the education sector. His main interests are developments in the social web that relate to the mobile and music industries. Twitter, Blog, FriendFeed