Cover Story: The Top 50 Fastest-Growing Facebook Cross-Channel Retailers
Now that most Americans age 12 and over use Facebook, it comes as no surprise that retailers are flocking to the site as a way to connect with consumers online. And well they should: Studies show that consumers are using retailers' Facebook pages as online circulars. Kantar Media's web traffic analysis service Compete, for example, revealed earlier this year that one-quarter of consumers now visit a retailer or consumer product's official Facebook page at least once a month. More than half of consumers (56 percent) say they use retailers' Facebook pages to keep up to date on sales and promotions.
Facebook pages are also influencing consumers' purchasing decisions, according to Compete. In fact, more than 20 percent of consumers said that Facebook pages have been "influential" or "extremely influential" in making a purchasing decision, suggesting that posting sales, promotions and other calls to action on Facebook is a wise idea for retailers looking to drive incremental sales and boost consumer engagement on the social network.
Because of the importance Facebook marketing has to retailers today, we partnered with social media marketing agency Media Logic to create a list of the top 50 fastest-growing Facebook retailers based on year-over-year percentage growth of fans between August 2010 and August 2011. (To view the full list, click on the Related content link above.)
Media Logic has been tracking a select list of retailers' use of Facebook since July 2010. The accompanying list features brands across four retail sectors: specialty apparel; discount/department; specialty hardlines; and recreation (sports/hobby/crafts). Here are some trends Ronald Ladouceur, executive vice president of Media Logic, identified regarding retailers social media activities over the last year:
◆ Fan growth on Facebook is certainly the big story. By mid-August 2010, only 11 retailers could claim more than 1 million fans. By mid-August 2011, 34 retailers were above the 1 million mark.