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UK retailers are failing to make the most of social media marketing

By Jim Webster ⋅ February 12, 2010 ⋅ Email This Post Email This Post ⋅ Print This Post Print This Post ⋅ Post a comment

The majority of UK retailers are failing to exploit the opportunity to integrate social media marketing into their operation to increase sales and generate loyalty, a new benchmarking study from dotCommerce reveals.

The study of 100 UK retailers reveals that, while 42% have some kind of social media presence, just 12% are using more than one social media channel and only 32% of retailers with a Twitter or Facebook account promote these on their website.

The report also uncovers the differences in social media activity between larger and smaller retailers. Larger retailers are more likely to have a Twitter or Facebook account, with 42% on Twitter compared to just 12% of smaller brands. However, when it comes to blogs, smaller companies are leading the way as 10% have a blog, compared to only 6% of bigger ecommerce players.

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