Amazon (NASDAQ:AMZN) has gotten a lot of attention on social media since the introduction of its new hashtag #AmazonBasket, which has drawn in some of the biggest waves of new online followers the e-commerce giant has seen yet.
According to the latest eDigitalResearch Retail Social Media Benchmark report, the #AmazonBasket initiative allows social media users to add products directly to their Amazon basket in a reply to an Amazon post. Since the hashtag's June launch in the U.K., Amazon has moved up nine spots in the Twitter rankings into the top 10 and gained 150,000 new followers in six months.
Amazon is also at the top of the list for Facebook followers, with 1 million more followers than Topshop at No. 2. Primark has also recieved half a million new Facebook likes in the past six months.
Over the last four years of Retail Social Media Benchmark reports, research suggests that Amazon's Facebook following has grown 7,000 percent, while Topshop has expanded its base of followers by more than 600 percent.
"Social media is no longer a nice to have [sic]—more and more of us are using social media platforms as a means of contact and connecting with people and therefore brands and retailers need to make sure that they're also connecting with customers this way, creating a rapport and relationship with users and fostering higher customer engagement and loyalty levels," said Chris Russell, joint CEO at eDigitalResearch.
An active and engaging presence on social media is a growing priority for retailers. According to the latest Retail Perceptions report from Interactions, 88 percent of social media users want retailers to connect with them directly through this platform. Consumers have also proven to respond well when retailers use social media to improve the customer service experience.
-See this eDigitalResearch press release
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