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ASOS and Topshop are the top performers for social media marketing, according to a new report from Stickyeyes.
The report, which also looked at search rankings among women’s fashion retailers, found that the two brands achieved the top scores for the number of social touchpoints and the level of engagement with consumers.
ASOS is the top performer, achieving 87% on Stickyeyes’ social media score card index. This is a reflection of how they have built and developed a large socially engaged audience.
Topshop came second with 77%, but what do the scores actually mean?
Social media index
Stickyeyes social scoring is measured by social volume and social engagement.
Social volume considers the quantity and penetration of consumer touch points, including mention volume, Facebook fans, Twitter followers, tweets and YouTube channel views.
Social engagement looks at the quality of interaction with potential customers, such as the number of times individuals are talking about a brand, positive sentiment, Facebook’s ‘talking about this’ tool’, retweets and YouTube subscribers.
The report refrains from rewarding brands simply on their number of fans and followers, and instead factors in engagement.
ASOS and Topshop come out on top, but it is interesting to note that Boohoo performs far worse for social than it does for search.
In fact, other than ASOS and New Look, most of the brands that achieved the best search results (Dorothy Perkins, Lipsy, Missguided) perform far worse in social.
Most visible and interactive brands
ASOS and Topshop lead the social score and have the most extensive range of customer touchpoints across all the major social platforms.
This is reflected in their leading share of Facebook fans, Twitter followers and YouTube video views.
These brands will tend to have a younger target demographic, making social marketing easier and more effective than for other brands on the list.
While Debenhams has a low volume of touch points, its overall score is boosted by the fact that it has “interacted to great effect with a core contingent of fans giving it a very high engagement score”.
In fact, Debenhams’ community is so engaged it comes second only to ASOS.
The report also points out that while ASOS achieves a high level of repeated interaction, it scored poorly on the positive sentiment ratio.
Such ratios are often indicative of audience fatigue with high levels of outbound content and campaign churn.
Boohoo, John Lewis and Miss Selfridge all have a low level of brand engagement, however the brand discussion is positive and well received.
The report highlights the fact that it’s not all about clocking up massive numbers of fans and followers, and also that just because a brand is being talked about doesn’t necessarily mean it is affirmative in content.
With this in mind, we can see that Debenhams, Marisota and Boden have all managed to strike a balance between marrying up repeated discussion with positive sentiment.
Several retailers are in the early stages of developing their social programmes and need to develop an outbound social campaign “that precipitates high levels of two way discussion on a regular basis”.