- Danielle Wightman-Stone |
Online retail giant Amazon has been named as one of the retail industry's ‘fastest growing social media’ brands, according to the latest Retail Social Media Benchmark results from eDigitalResearch.
Amazon topped both the Facebook and Twitter social media ranks, with the online retailer gaining more than 1.2 million new followers on their Twitter account since the last wave back in March, thanks in part to its recent Prime Day sales event the research firm stated.
The one day sales event saw an estimated 398 items sold per second and during the lead up to the event held on July 15, Amazon actively promoted the sale day with television spots and on social media, which has helped increase its social media followers.
The research also revealed that Amazon have gained more than five million new Facebook fans since eDigitalResearch first started benchmarking social media in the retail market back in 2010. Adding that even though the online retailer has a large social media following they still seem to manage to attract more large numbers of followers.
Amazon tops Retail Social Media Benchmark study
The latest report also revealed that budget fashion chain Primark made one of the biggest improvements wave-on-wave, gaining 500,000 new fans on their Facebook page, despite the fact they still don’t have a transactional website. Additionally, the fashion retailer also managed to attract 800,000 new followers on Instagram, moving them into fourth place in the benchmark’s newly introduced league table.
Kat Hounsell, sales and marketing director at eDigitalResearch, said: “Social media usage is now paramount for retail brands who need to ensure they are reaching out and proactively engaging with their audience. The popularity of social media platforms for brands continues to grow at a substantial rate, reaching more consumers than ever before – customers are living out their brand experiences on social media.
“Social customers don’t wait for retailers to approach them and instead engage directly with brands how and where they want. Customers are out there now talking about and sharing their experiences. The challenge is managing these conversations correctly, capturing comments and embedding with verified feedback so the customer experience remains the very best it can be.”Image: Amazon UK Twitter Page