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Asos tops retail Twitter table

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Online fashion house Asos.com has attracted more new Twitter followers than any other retailer this year, according to new research released today.

The latest Social Media Benchmark study from e-commerce analyst group eDigitalResearch also showed that the e-retailer has added nearly half a million followers to its Facebook pages in the six months to the end of November.

As of this afternoon, the official Asos.com Twitter page boasted of 255,896 followers, while two of its other pages on the micro-blogging, Asos_HeretoHelp and Asos_Careers, had 18,060 and 9,788 followers respectively.

In a statement released this afternoon, eDigitalResearch said Asos’ Facebook features “have kept users interested and intrigued”, while describing its Twitter personality as “down to earth”.

Encouraging retailers to investigate how this growing communication platform can aid their business strategies in 2012 and beyond, Head of Research at eDigitalResearch Derek Eccleston argued that social media has developed significantly in 2011.

“Our benchmark shows that a staggering 2.6 million new followers have joined the Top 20 Facebook pages in just the last six months, whilst an additional 400,000 Twitter users are now actively following top retail accounts,” he explained.

“As social networks become more commercially friendly, especially with the introduction of Twitter and Google+ brand pages, it is important for brands to take advantage of the opportunities sites like these are offering them in terms of increasing their customer base and strengthening relationships.”

Fashion retailer Topshop leads other businesses in the industry in terms of Facebook followers, with almost 1.8 million people having ‘liked’ its main page, while department store group John Lewis was also praised in the research for growing its social media presence during the past year.

Burberry and H&M are among the early adopters of Google+ Pages, with the service being launched by the search engine giant at the start of November.

Published on Thursday 15 December by Editorial Assistant

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