We all know that the size of your Facebook fan base isn’t as important as what you do with it. 

But that doesn’t mean that it’s not interesting to look at which brands have managed to rack up the most fans and followers.

The latest update of eDigitalResearch’s Social Media Benchmark assesses how more than 100 of the UK’s top retail organisations by revenue are using Facebook, Twitter and Google+ and how successful they have been.

Here’s a summary of some of the results…

Facebook followers

There has been no movement in the top six since last time as each of the brands has managed to keep adding to their fan base at a steady rate.

Amazon has made the biggest improvement, jumping eight places up the league table after gaining almost 300,000 new ‘likes’ in the past three months.

The report also looks at engagement levels of the top retailers, with the results showing that retailers are failing to update their social media accounts over the weekend periods. In general most activity takes place on Monday and Tuesday.

eDigitalResearch also measured the ‘Talking about’ numbers for the top performing retailers, comparing the data to retailers follower numbers. 

Top of the table Topshop has the highest ‘Talking about’ numbers, however Net-A-Porter, Marks & Spencer and Tesco all have higher than average ‘Talking about’ numbers in comparison to their followers. 

This shows how a well-maintained and regularly updated Facebook page can have a positive impact on social media user activity.

Twitter followers

Topshop and ASOS top the Twitter followers table, which is dominated by fashion brands.

Harrods and Selfridges appear in the top five most followed brands despite not making the top 20 for Facebook followers.

Five of the retailers in the top 20 – ASOS, River Island, Jack Wills, Cath Kidston and Tesco – have created separate Twitter accounts for their marketing and customer service channels.

This allows them to deal with comments quickly and also means their marketing messages don’t end up getting lost among responses to consumer complaints.

Google+

All Saints top the G+ list followed by perennial number two ASOS. 

Again it tends to be fashion brands that have clocked up the most followers, however after John Lewis in fourth place the number of people following each brand drops substantially.

It suggests that a majority of brands remain unconvinced about the marketing opportunity afforded by G+ and are instead focusing their efforts on Twitter and Facebook.