Study: 59% of Top Retailers Now on Facebook

Opportunity Knocks

In May of this year, Rosetta, the agency I am working for, published a study showing that 30% of 100 of the top online retailers had a Facebook page set up.  In the last five months since the original survey, there has been a substantial uptick to 59% – including pages added by Best Buy, Kohl’s and Toys ‘R Us.  This should not be a surprise and should continue to serve as a wake-up call.  Facebook has reached over 150 million users world wide, and Facebook fan pages are quite frankly, an easy way to set up a presence on the platform.

Use Caution, Plan Carefully

I have to caution retailers who just jump in by setting up a page.  Facebook is only one sliver of the overall social media space, and it’s very important to have an online strategy that embraces social media as another marketing channel. Here’s a quote from yours truly in our release on the study:

“It’s important that retailers don’t just slap up a page because everyone is talking about Facebook. An effective presence requires that you carefully consider what your customers are looking for, what you would like to communicate, and what role a fan page should play in your overall online strategy.”

I had an opportunity to talk further about this with Albert Maruggi on his Marketing Edge podcast yesterday going into further examples on how retailers can be using the Facebook page as a way to “start small” in social media and adjust to grow.  Here is the podcast – take a listen and let us know what you think.  Thanks Albert – you make this type of work a lot of fun.

Hot Topic

Facebook is a hot topic to cover right now.  Here are some other examples of where our study has been picked up – I’ll try to keep this post up to date with helpful links.  If you are interested in a direct copy of the study please don’t hesitate to contact me via the channels on my blog or comment.

Press and blog coverage for the Rosetta October 2008 Facebook Study – thanks to all for including our study:

Facebook pages are just one indicator of retailers looking to embrace social media to engage customers.  Do you think they will be successful?  Have a favorite fan page to highlight?  If your company has a page on Facebook I’d love to hear your story – I’d also love suggestions on how to improve the study for the next round.

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  • http://mozactly.qublogs.com/ Mozactly

    Adam -
    I’m not trying to imply that you are being like the government in 1984. I’m more trying to make the point that with Web publishing, it’s more and more possible to do so.
    Your blog post shows a more responsible way of updating, because you don’t change the old name. But people who only read the latest post (And I must confess, I only read the two, so I did miss your explanation in between) would think that Rosetta conducted the first study, when it didn’t (technically).
    However, I’m glad I found the site, because I’m studying interactive communications at the graduate school at Quinnipiac University and your blog seems to be a good place to get updates.
    Thanks for posting and for the clarification about the second study.

  • http://mozactly.qublogs.com Mozactly

    Adam -
    I’m not trying to imply that you are being like the government in 1984. I’m more trying to make the point that with Web publishing, it’s more and more possible to do so.
    Your blog post shows a more responsible way of updating, because you don’t change the old name. But people who only read the latest post (And I must confess, I only read the two, so I did miss your explanation in between) would think that Rosetta conducted the first study, when it didn’t (technically).
    However, I’m glad I found the site, because I’m studying interactive communications at the graduate school at Quinnipiac University and your blog seems to be a good place to get updates.
    Thanks for posting and for the clarification about the second study.

  • http://adamhcohen.com adamcohen

    Thanks for the feedback, and for taking time to cross post your response on both my blog and your own – now that’s courtesy! (I’m doing the same in case anyone is following the conversation here too).
    I agree, the tools allow you go modify history but I would hope responsible bloggers don’t do it and responsible readers stay aware and don’t take everything at face value. Enjoy your class and great to connect with you. I’ll be interested to hear more about what you learn.
    Best,
    Adam

  • adam

    Thanks for the feedback, and for taking time to cross post your response on both my blog and your own – now that’s courtesy! (I’m doing the same in case anyone is following the conversation here too).
    I agree, the tools allow you go modify history but I would hope responsible bloggers don’t do it and responsible readers stay aware and don’t take everything at face value. Enjoy your class and great to connect with you. I’ll be interested to hear more about what you learn.
    Best,
    Adam

  • Larisa

    Do you have a link to the September 2008 Rosetta study?

  • Larisa

    Do you have a link to the September 2008 Rosetta study?

  • http://adamhcohen.com adamcohen

    Hi Larissa – I’d be happy to send you a copy of the study – I just sent you an email to get more background on how you’d like to use it. Thanks for reaching out.

  • adam

    Hi Larissa – I’d be happy to send you a copy of the study – I just sent you an email to get more background on how you’d like to use it. Thanks for reaching out.

  • Namita Davey

    Hi there Adam,

    It would be great to read this study..the field of social media really interests me as a marketer – and your study grabbed my attention while doing some research online.

    Thanks
    Namita

  • Namita Davey

    Hi there Adam,

    It would be great to read this study..the field of social media really interests me as a marketer – and your study grabbed my attention while doing some research online.

    Thanks
    Namita

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  • Kristin

    Hi –

    I’m looking for a copy of both the original study and the follow up study. How can I go about getting these?

    • http://adamhcohen.com adamcohen

      Hi Kristin,
      I have your email address and will send that over to our PR folks. Thanks for reaching out.
      Adam

  • Kristin

    Hi –

    I’m looking for a copy of both the original study and the follow up study. How can I go about getting these?

    • http://adamhcohen.com adam

      Hi Kristin,
      I have your email address and will send that over to our PR folks. Thanks for reaching out.
      Adam