Top online retailers are missing the boat when they disregard social media. A new study by ForeSee Results profiled in “Study: Half Of Top Web Retailers Have No Meaningful Facebook Presence,” says that only 25 percent of the top online retailers by sales volume have a formal presence on Facebook, which has 400 million active users worldwide. ForeSee vice president of retail strategy Kevin Ertell says such lack of presence is a mistake since almost half of those who connect with retailers via social media are looking for special offers or product information. He recommends starting a Facebook Page and “make sure you have someone to monitor it and post good, timely information.” And don’t ignore the other social networking sites. If in doubt, ask your customers. “Asking customers what they want from you is a great way to begin,” says Ertell. Whichever site you choose, at least get out there where you will be seen by this booming market.

John Sniffen, Feb. 28, 2010

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