asos named top retailer on Google+ as it shifts its focus from Facebook

By Jennifer Faull | Deputy Editor

February 21, 2013 | 2 min read

Online fashion retailer Asos has claimed the top spot in the latest Google+ league table, according to eDigitalResearch,having attracted over 1.45 million followers.

The results come as the retailer continues to focus its attention on growing social networking sites, such as Google+ and Pinterest, instead of Facebook.

Less than 12 months ago, ASOS had a variety of Facebook page apps and very high engagement levels with its crowd of devoted followers However, having broken through the 2 million ‘likes’ barrier, it has scaled back to just two Facebook page apps.

Other brands to make it into the Top 20 for Google+ followers include All Saints which came second, followed by Topshop and Topman.

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Topshop was named the number one retailer for Facebook and Twitter followers for the second year running.

The results from the Social Media Benchmark study also show that the use of Pinterest is on the increase, with seven retailers making it straight into the Top 20 league table after launching their Pinterest pages in recent months. These brands include Net-A-Porter, Claire’s Accessories, All Saints, Laura Ashley and Next.

Derek Eccleston, commercial director at eDigitalResearch, commented on the results: “Established social media sites, such as Facebook and Twitter, have long proved their worth to retailers. Whilst they failed to make an impact as a valid eCommerce channel, social media sites are a key tool in promoting brands, engaging with customers and supporting marketing messages.

“As the social media landscape begins to diversify and users grow and adapt, it is important that retailers engage with users across sites and keep aware of developing trends to ensure they are getting the most from their social media strategy".

Throughout the tables for brand-following on social media, there is a noticeable lack of supermarkets. Tesco, Asda and Sainsbury’s all managed to make it into the Top 20 Facebook and Twitter followers tables while only Tesco and Sainsbury's made an impact with Google+ followers. No supermarkets made it into the Top 20 table for Pinterest Followers.

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