According to an Internet Retailer report, fewer shoppers are following their favorite brands on their social media accounts. Last year, 58% of consumers followed at least one retailer on the top social media platforms—Facebook, Twitter and Pinterest. This year, the report by Shop.org found that the number decreased to 51%.
The decrease may not be substantial but even the best Internet marketing companyshould stop and wonder: if consumers like the product and service, why are they getting off on the social media bandwagon?
The article noted that one of the main concerns of customers is that privacy is a shady issue online. Even with stringent privacy guidelines and measure in place, personal information made available online is still a major risk for customers.
Here’s an interesting note though: those customers who do follow retailers on social media platforms are more focused on Pinterest rather than the veterans, Facebook and Twitter. On average, the report notes that shoppers follow 9.3 merchants on Pinterest, about 8.5 merchants on Twitter and 6.9 on Facebook.
The preference for Pinterest is quite understandable. Over the past few weeks, we have been riddled by reports on Pinterest’s growth and it is largely attributed to its visual nature. Vicki Cantrell, executive director of Shop.org, was quoted in the Internet Retailer report saying that one of Pinterest’s main strengths is that “it has given retailers another channel to listen to, and interact with, both existing and new customers.” She added that Pinterest offers retailers and users the chance to tell and read a visual story that is easier to share with friends and family members.
Figures aside, the report’s most important insight is this: social media drives traffic to retailers’ websites. There is still a substantial number of customers whose purchase decisions are inspired and driven by social media sites. The key takeaway? Hold on to your social media campaignsand keep optimizing.
What are your thoughts on this report? Share it with us!