New Look is the retailer which has the best balance between volume and engagement in terms of social media, a study by Stickyeyes has found, with 36.21 volume and 36.44 engagement.
However, ASOS came out on top with 97.26 out of 100 for their combined volume and engagement score (48.5 volume and 43.76 engagement).
Stickyeyes noted that ASOS and Topshop have a solid volume strategy, with large Facebook and Twitter audience and high levels of mention volumes, with Topshop leading on Twitter, ASOS on YouTube and New Look doing well on Facebook but lagging on Twitter.
It was discovered that ASOS was top for repeated brand engagement, with River Island and BooHoo close behind, while New Look had the highest
Phil McGuin, head of insight at Stickyeyes, said: “A key factor underpinning the social score card is to refrain from rewarding brands solely on volume but to score brands on how well they are interacting with their audience and hence the quality of this engagement. To score well retailers require a balanced strategy i.e volume and engagement and consistent deployment utilising a multiplicity of methods and techniques.”
The research found that price promotion (21.58%) was the most popular tactic amongst the retailers analysed followed by customer support (14.86%), product promotion (12.14%) and blogger outreach (10.08%). However, customer support (28.34%) along with price promotions (26.06%) elicited the most negative sentiment.
Heather Healy, head of social media at Stickyeyes, said: “We were surprised to see ASOS and Topshop being surpassed by New Look when assessing volume v engagement like for like. However, our findings clearly demonstrate a return to the traditional 4P’s of marketing - price, product, promotion, and place - in order to achieve success in social media."