Cover Story: The Top 50 Fastest-Growing Facebook Cross-Channel Retailers
◆ An interesting measure of a brand's engagement with its Facebook pages has emerged over the last couple of months as an insidious spam generator has spread through the space. Facebook accounts have either been hijacked or created in order to post false offers from Target, JetBlue, Apple and other brands.
The presence of spam posts and how long it takes for a brand to cleanse its wall when they appear is suggestive of that brand's level of attention. A significant number of the brands on this list were being victimized by these spam posts when checked in late August, including Victoria's Secret PINK, Aeropostale, Tommy Hilfiger and Calvin Klein.
◆ Seven of the 10 fastest-growing Facebook brands default users to a "Top Posts" wall where both brand and user-generated posts are visible. All of the top 10 brands actively cleanse their pages of spam. This suggests, in a roundabout way, that active engagement by a brand is now a driver of fan growth.
◆ Victoria's Secret and Victoria's Secret PINK have held the No. 1 and No. 2 spots for most Facebook fans since Media Logic started tracking retail brands. Quite clearly sex sells — or at least attracts eyeballs. But this success seems to be making the retailers lazy, as both brands' walls aren't being well tended and are regularly covered with spam.
◆ The master of all things social is H&M. The retailer has attracted 7.8 million Facebook fans and 366,000 Twitter followers, making it the only brand with more than 1 million Facebook fans and 300,000 Twitter followers. Only Urban Outfitters has more Twitter followers, but its yet to attract 1 million Facebook fans.
◆ Seven of the top 10 fastest-growing Facebook retailers encourage and manage fan participation, maintaining open walls (defaulting to "Top Posts") and making sure those walls are free of spam and off-topic discussions.