Top retailers are beginning to see the benefits of using Facebook to promote their products, new research shows.
A report jointly produced by digital behaviour measurement specialists com Score and the social media site shows that Facebook's news feed is proving highly valuable in helping businesses convey details of product offerings to potential customers, with one-third of Facebook users' time spent on either their homepage or news feed.
When fans engage with a message from a retailer, for example by 'liking', commenting on or sharing it, comScore found that message was amplified greatly, with leading European retail brands such as ASOS, H&M and Zara being able to disseminate marketing information to up to 44 friends of fans for every fan the brand has on Facebook.
“This research illustrates how these popular consumer brands are utilising Facebook to deliver media impressions at scale, achieve brand amplification and resonance, and ultimately drive desired behaviours among key customer segments”, said comScore's director of marketing solutions, Mike Shaw.
