As social media becomes an increasingly popular and effective form of marketing for businesses and retailers, mounting evidence suggests that Facebook is the strongest of ‘the big four’ networking sites: Facebook, Twitter, LinkedIn and YouTube.
Brands have come to realize over the last 12-18 months the influence that the networking site yields over its users, and surveys are now carried out to collate and report on companies’ Facebook standing.
ChannelAdvisor’s UK Facebook Commerce Index (UK FCI) ranks retailers according to the number of Facebook fans they have, with Arcadia-owned Topshop constantly topping the charts with over 1.6 million fans. While there was at first some skepticism over how these fans could generate profit for brands, the site responded to initial calls to improve ROI and added a number of features.
‘Like’ buttons are well-known to be the main source of interaction for retailers and brands as, once clicked, users’ friends are alerted to the move and this further drives brand recognition.
The success of this feature, which contributed to one company noting on the Facebook’s Business Pages website that it generated nearly $40,000 (£25,000) in direct revenue within 12 months following an investment of $600 in an advertisement with the network, is being emulated by competitors keen to enter the burgeoning market.
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