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Asos attracts nearly 0.5m social media followers in Q2


Pure play fashion e-tailer collected more than 100,000 more Facebook followers during the last quarter than any other retailer, research reveals today.

With 66,002 new Twitter followers Asos saw the biggest increase in social media followers in the three months to June 27th 2011, according to the latest benchmark study from online research group eDigital Research.

Topshop remained the retail leader across those two platforms, with 1.5 million & 176,837 people respectively interacting with the brand across these mediums, and it also had the most amount of subscribers to Youtube in the last week of the study.

Several retailers made it into the top 20 for social media for the very first time, in particular Net-a-Porter and Clare’s accessories, whilst Tesco was the highest climber in the Facebook chart rising from 25th to 11th with 212,123 new followers in the period.

Derek Eccleston, Research Director at eDigital Research, explained: “Social media continues to prove popular with consumers and cements the importance for retailers and UK brands of having a presence across these platforms.

“As retailers begin to understand how to communicate with online shoppers across social media platforms, more and more users are willing to engage with brands within their own personal online space.”

The success of Asos in this sphere is largely due to the way the young e-tailer integrates its campaigns across all social touch paths and the way it manages to maintain customer relationships and broadcast news and information to a larger online audience.

As it runs a fully transactional Facebook store this further helps interaction and eDigital Research has noted a rise in this type of service in recent months.

Of the top 100 UK retailers 12 out of the top 20 Facebook pages are actively selling to followers from the site, either directly or by pushing users back to product pages.

Eccleston added: “We’ve already seen from some of our previous research that a small, yet significant, percentage of UK consumers are beginning to use social media as an opportunity to shop and browse.

“We would expect this number to grow and grow in the coming months as retailers’ social media following continues to increase, allowing them to strengthen bonds with customers and increase revenue streams.”

Published on Thursday 21 July by Editorial Assistant

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