Internet consultancy Auros has released the results of research into the responsiveness of the UK’s top 25 retail brands on social media. The overriding message is that, whilst social media adoption is high, too many retailers are failing to respond and engage with users of these channels.

Research highlights include: 25 per cent of retailers with a Twitter presence replied to a question directed at them; 11 per cent responded to negative comments on their Facebook wall; Twitter responses took about an hour and a half to appear versus an average of 10 hours via email.

Only 52 per cent of retailers have a blog on their website and 12 per cent a YouTube channel. As with Twitter and Facebook, many are just using these social networks as push marketing channels, rather than to properly engage and enter into dialogue with both existing and prospective customers. Responsiveness on YouTube and on company blogs was extremely low, with none of the retailers responding to questions posted in the comments section of blog posts or videos.

“It is clear that retailers see the benefit of being active on social networks,” said Dominic Mills, Managing Director, Auros. “But too many are simply ignoring the fact that you have to be social and engage with users on these channels. Whilst brands need to monitor what is being said about them, they need to be confident about responding. Companies that use these social channels to get closer to their customers and prospects will increase brand advocacy and generate more bottomline revenue.”

The report is available to download at: http://www.auros.co.uk/serious

Share Story: