Social media potential 'not fully realised by online retailers'
19/02/2010
Social media is not being used to its full potential by online retailers, according to a new report, in news that may be of interest to IT sales and marketing professionals.
The majority of UK retailers are failing to exploit the opportunity to integrate social media marketing into their operations to increase sales and generate loyalty, the study from dotCommerce found.
Of 100 UK retailers, 42 have some kind of social media presence, although just 12 per cent are using more than one social media channel.
The survey also revealed that only a third (32 per cent) of retailers with a Twitter or Facebook account promote these on their website.
Retailers are largely using Twitter as a broadcasting tool, with 73 per cent using it for product updates, 62 per cent for marketing and 58 per cent to promote company news.
According to Andrew Girdwood, head of search for bigmouthmedia, Twitter is "as much a customer relationship management channel as it is anything to do with sales and marketing for retailers".
He believes that once this is realised, businesses will devote more resources to Twitter than simply having one employee "occasionally tweeting away".
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