In social media, one size does not fit all. Recent research shows that retailers need to tailor their message on different social network sites depending on consumers’ preferences and behavior.
A survey from the National Retail Federation found that consumers engage with companies more on Pinterest than any other social site. People are following an average of 9.3 retail companies on the digital pinboard, compared to 8.5 retailers on Twitter and 6.9 companies on Facebook.
According to the survey, consumers follow their favorite retailers on social media for many reasons: 51 percent of shoppers want the scoop on deals and coupons, 43 percent research products, and 36 percent read comments or post reviews on merchandise or services.
The survey was cited in an article on the Lipstick Economy blog, a site geared toward marketing to moms.
The ways people connect with social media is changing. Many buyers use their smartphones in-store to snap pictures of products or “check-in,” especially at restaurants, bars and with retailers. Pinterest has seen a huge growth with women consumers and retailers. With a woman following an average of 9.3 retailers on Pinterest, this is a huge trend that retailers need to take advantage of.
As retailers use their social media connections, they also need to invest in the proper analytics. They must have a way to track every transaction by demographic and see what people are responding to and buying. They need the right technology to do that.
Source: Lipstick Economy, June 2012
