Methodology

We assessed the social media activities of 100 retailers in the UK with ecommerce solutions. Half of the retailers studied generated less than £10m annual turnover, while the other half were large retailers turning over in excess of £100m in 2008.*

The retailers were assessed on 14 different criteria relating to a range of social media activities:

Criteria

Twitter

• Does the retailer have a Twitter account?
• Is it publicised on the website?
• How is the account used for?

Facebook

• Does the retailer have a Facebook fan page?
• Is it publicised on the website?
• How is the page used for?

Blogging

• Does the retailer have a blog?
• Is it publicised on the website?
• How is the blog used for?

User generated content

• Does the site contain user generated content and if so which type?

RSS

• Does the site have an RSS feed?
• What is the feed used to publicise?

Other social media

• Are there links to any other social media sites on the website?
• Does the website have social media bookmarking links?

Notes
dotCommerce recognises that different retailers have varying objectives and requirements for their social media marketing and ecommerce solutions, and differing experiences of the best ways to achieve these with their own target audience. This report analyses success factors on a general, best practice basis.

The study represents a snapshot during November 2009. It is acknowledged that the websites  and social media channels assessed may have changed since this date.

*Source: Catalogue E-Business

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