Acquity Group Study Finds Top Retailers Leave 73% of Customer Tweets Unanswered The research also revealed more than 75 percent of brands lack a cohesive social media presence across all major platforms.
CHICAGO, Dec. 17, 2012 /PRNewswire/ -- Acquity Group (NYSE MKT: AQ), a leading global Brand eCommerce® and digital marketing company, announced today the social media findings from its 2012 Brand eCommerce Audit™, which evaluated Interbrand's 2012 Best Retail Brands on customer engagement across major digital channels, including big browser, social, and mobile.
While every brand on the list except one has a Facebook page, and 45 out of 50 are on Twitter, only 12 brands had a cohesive presence across all five of the major social networks analyzed (Facebook, Twitter, Instagram, Pinterest, and YouTube).
The audit revealed Twitter had the largest gap between usage and interaction. With a 90 percent adoption rate among the brands, less than 27 percent actively participate in Twitter conversations with consumers. In fact, companies were least likely to respond to or engage with customers via Twitter than any other social media channel evaluated.
"Although most brands are signed up for the major social networks, many struggle to understand how they fit into their overarching business strategy. As a result, our audit revealed several critical areas of improvement when it comes to actually connecting with consumers across social channels," said Jay Dettling, Executive Vice President at Acquity Group. "The important take away for brands is to avoid haphazard or sporadic use of social media. When a new social media channel is introduced, brands need to take the time to analyze the potential impact and return, and develop a solid strategy from there."
Brands were most active on YouTube, with 80 percent of the brands leveraging the channel at an 85 percent engagement rate. Even though the majority of companies (56 percent) have yet to utilize Instagram, the brands with a presence on this platform also had a high level of interaction (79 percent). Pinterest was identified as the most popular up and coming social network, with 60 percent adoption and 70 percent interaction. According to Dettling, these findings demonstrate the growing importance of engaging consumers through videos and visuals.
The 10 brands scoring best overall in social interaction include, in order of ranking: Target, Home Depot, RadioShack, Bath and Body Works, Nordstrom, Gap, eBay, Coach, American Eagle Outfitters and Banana Republic.
To download the full Brand Audit report, visit www.acquitygroup.com/brandaudit2012 .
The Acquity Group Brand Audit™ Methodology
As a leading provider of digital marketing, interactive design, and eCommerce solutions, Acquity Group has worked with many well-known retailers to extend and redefine their cross-channel capabilities for increased profits, efficiency and customer engagement. Since Acquity Group is currently developing omni-channel initiatives for various retailers, the company wanted to obtain a better understanding of how well brands are engaging customers across channels.
The Audit considered all companies listed on Interbrand's Best Retail Brands 2012 and looked at metrics across a variety of channels, which included in-store, big browser, mobile, social, search and email. Companies were awarded points based on their level of interaction with consumers across each of these channels and were further evaluated on a qualitative scale to assess consistency across marketing channels.
About Acquity Group:
Acquity Group is a leading global Brand eCommerce® and digital marketing company, creating award-winning digital experiences for global brands. Our multi-disciplinary approach brings together strategy, design, and technology to create brand-unique experiences that build firm customer relationships. Acquity Group works with leading brands like Adobe, AT&T, General Motors, Motorola, and Saks Fifth Avenue through offices in North America and Asia.
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SOURCE Acquity Group Ltd.