The sheer size and reach of Facebook, as a portal or opportunity to influence consumers, is almost overwhelmingly compelling to brands and retailers. In addition to the number of visitors, Facebook streams the second most amount of video content on the net, behind only YouTube. Time spent on the site, number of visits per unique individual.....these are all enticing stats. So, as would be expected, brands and retailers are flocking to Facebook. With the usual wide spectrum of results.
One of the most common metrics used in number of fans. Here are a few interesting numbers for leading retailers:
Walmart has over 850,000 fans. Target has over a million. Macy's slightly more than 400,000. J. C. Penney has 800,000. Victoria's Secret almost 3.2 million (might be something else at work there!). Yet the dominant demo is young adults and teens. PacSun has 260,000 fans, Hot Topic 260,000. Aeropostale has almost 600,000, while one of the hottest brick and mortar plays, Buckle has only 54,000.
Putting these numbers into perspective, Walmart averages over 50 million monthly unique visitors to it's ecommerce site, and Target isn't too far behind. Most of the other retailers mentioned are in the millions or tens of millions of monthly unique visitors. So the "fan penetration" rate against online visitors is relatively low.
Why? Are retailers doing Facebook right? What's missing? What's working?
More to come.
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