National retailers are marketing via social networking channels—particularly Facebook, but also Twitter—at increasing levels, integrating their online and physical properties via those channels and using their rapidly increasing fan and follower bases to build stronger brand experiences, according to a report by Media Logic.
Among 100 national US retailers studied, Facebook is the most popular social networking platform, measured by numbers of fans (or followers). Only one retailer studied, BCBGMAXAZRIA, has more Twitter followers than Facebook fans, as of mid-Sept. 2010.
Below, other findings from Media Logic's 2010 Online Retail Report, which tracked the growth of social media marketing among 100 US retailers from mid-July to mid-Sept. 2010.
Facebook fan bases have risen dramatically. In 2009, only Victoria's Secret and its PINK division could boast a Facebook fan base of more than 1 million "fans." By mid-Sept. 2010, 14 additional brands had surpassed the 1 million mark, with Victoria's Secret on top (6,825,254 fans, up 87% from two months earlier), followed by Victoria's Secret PINK (4,944,048), H&M (3,643,420), Kohl's (2,752,182), and Forever 21 (2,194,373, up 45%).
Among retailers with 1 million or more fans, fan-base growth was 40% on average from mid-July to mid-Sept.; among the top-10 specialty apparel retailers, growth was near 50%. Four brands, Michael's Crafts, Dress Barn, Kenneth Cole, and New York & Company, recorded fan-base growth of 100% or more.
Meanwhile, specialty apparel and department/discount brands dominate Facebook in absolute numbers: All brands in the top 10 for Facebook fans fall into one of those two categories.