Monday, June 4, 2012

Consumers Using Pinterest to Engage With Retailers More Than Facebook, Twitter.

Never before has social media been so attractive to consumers, literally. According to the 2012 Social and Mobile Commerce Study, a joint research project by Shop.org, comScore and The Partnering Group, the visually-appealing social media site Pinterest has become a big player in an even bigger arena, with online U.S. consumers reporting that they already follow an average of 9.3 retail companies on the site, compared to the average 6.9 retailers they follow on Facebook and the 8.5 retailers they track via Twitter. Overall, almost two out of five (38%) online consumers follow retailers through one or more social networking sites.

For retailers engaged in the social media sphere, customizing their approach with social and mobile strategies is leading to social commerce success. The report outlines that as social media continues to grow, retailers are actively evaluating where their customers want them to be.  The survey found company blogs, YouTube and Facebook command the majority of consumers’ social activity.  In particular, seven in 10 (70%) of those who follow a retailer’s blog click through to the website, and though sometimes overlooked in the overall social media mix, more than two-thirds (68%) of consumers use YouTube to browse and research a retail company. 

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