I’ve been doing some research into the social media uptake of major online retailers and usage is patchy to say the least. Here is a list of the top online retailers in the UK taken from Hitwise. If I have missed out any features, this is because they are hard to find!
| Blog | Bookmarking | Product Reviews | |||
| eBay UK | x | x | x | ||
| amazon UK | x | x | |||
| Play.com | x | x | x | ||
| Argos | x | ||||
| Marks & Spencer | x | ||||
| Next | x | x | x | ||
| John Lewis | |||||
| ASOS | x | x | x | x | |
| Tesco Direct | x | ||||
| Debenhams | x | x | x | x | |
| Apple UK | |||||
| TopShop.com | x | x | x | x | |
| Currys | |||||
| Ticketmaster UK | x | x | x | ||
| 31% | 69% | 31% | 25% | 50% |
I was particularly surprised at the low take up of blogs. Don’t Argos, Tescos et al realise that blogs are great for driving traffic and connecting with customers. Take up of twitter is high, but even sites like Debenhams and M&S who use twitter do not display it anywhere on their websites. Tesco have a twitter account but have only tweeted once, last april. Debenhams have a blog, twitter account and facebook page but you would never know that from their webpage.
Best in class is Top Shop with well advertised social media profiles containing quality content.
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