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BizReport : Social Marketing : February 15, 2010

dotCommerce: Over half U.K. retailers not using social media

Under half of Britain's retailers have some sort of social media presence, according to new research from dotCommerce, and of those that do few are making the most of the channel.

by Helen Leggatt

In its E-commerce Social Media Report, dotCommerce found that just 42% of retailers had any kind of social media presence and a very small number, just 12%, used more than one social channel. That means 58% of retailers, large and small, are missing out on massive online opportunities to reach out to consumers.

Simon Bird, technical director at dotCommerce was surprised at the low levels of social media usage among the 100 U.K. retailers surveyed and, perhaps just as significantly, the low level of engagement and integration with other marketing channels.

"Lucrative opportunities to engage with target markets and drive business through social media are being overlooked by these retailers," Bird commented.

Of the retailers using social media, 24% had a Facebook presence. However, more (26%) were active on Twitter.

According to the dotCommerce report, "Twitter is simpler by nature, which makes it potentially easier for businesses to get going with it quickly, and which may account for the slight preference for this network amongst the brands we assessed."

Overall, Twitter was used by retailers to keep consumers abreast of various aspects of business including product updates (73%), marketing (62%) and company news (58%).

Twitter or Facebook accounts were most likely to be operated by larger retailers while smaller companies lead the way with blogging - 10% of small businesses blog compared to just 6% of larger outfits.

Tags: blogs, Britain, dotCommerce, retailers, social media, social networking, survey, U.K.

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