The top internet retailers are savvy companies who are mastering the art of user experience, search marketing, email marketing and many other tools to maintain a steadily growing industry. Have they mastered, or even embraced, social media yet? Geoff Livingston, in his book Now Is Gone, suggests companies need to "engage or die." Which online retailers have started to engage, and how?
I am sponsoring another Brulant survey of 100 of the top retailers – similar to Brulant’s Alternate Payment Methods study conducted in February – to see which companies are using social media tools to enhance their online presence and engage their communities.
Here’s where I could use your help – What to measure?
To keep it simple, we are going to go do our own research on a series of "yes" or "no" questions. What questions do you think would help the casual observer determine "adoption" of social media? Here is what we have so far.
Take 100 of the top internet retailers and measure the following – Does the company have:
- an official Facebook Fan Page or Sponsored Group
- an official Myspace page (after looking around this may be hard to figure out, but I’m clearly no myspace expert)
- 1 or more official corporate blogs on their websites (interesting list at: http://www.socialtext.net/bizblogs/index.cgi)
- RSS feeds off their websites
- user reviews of products available on their websites
- any YouTube “official” videos
- any YouTube “Unofficial” videos
- any Flickr results for brand
Realizing some of these may be both hard to quantify and that there are more likely to be individuals doing these activities on behalf of the companies, we’d want the measurements to be easy to capture and refresh at a later date to see trends. What do you think?