Topshop leads social media following

In a new study on social media by online research group, Edigitalresearch, Topshop is leading the way for retailers, with 1.5 million & 176,837 people respectively interacting with the brand across Facebook and Twitter mediums, and it also had

the most amount of subscribers to Youtube in the last week of the study.

With 66,002 new Twitter followers Asos saw the biggest increase in social media followers in the three months to June 27th 2011, whilst Claire’s Accessories and Net a porter were new entrants into the top 20 of the study.

Derek Eccleston, Research Director at eDigital Research, explained: “Social media continues to prove popular with consumers and cements the importance for retailers and UK brands of having a presence across these platforms. “As retailers begin to understand how to communicate with online shoppers across social media platforms, more and more users are willing to engage with brands within their own personal online space.” The success of Asos may well be due to its new transactional Facebook store, which further helps interaction and eDigital Research has noted a rise in this type of service in recent months.

Eccleston added: “We’ve already seen from some of our previous research that a small, yet significant, percentage of UK consumers are beginning to use social media as an opportunity to shop and browse.

“We would expect this number to grow and grow in the coming months as retailers’ social media following continues to increase, allowing them to strengthen bonds with customers and increase revenue streams.”