Tweets on the Rise

According to Hitwise (June 2011) Twitter (along with Youtube) was the fastest growing social network in May. Indeed, the article states that Twitter had its biggest ever month of UK internet visits, peaking on 21 May when the website accounted for 1 in every 184 internet visits. Facebook, on the other hand, which is currently the market leader for social networks, has suffered a decline in their market share of visits for the third consecutive month in May.

This information indicates a turn in the tide for social networks. Since its launch Facebook as grown and grown to unprecedented market success for social networks, but 2011 appears to be the year in which this will end. Clearly, the figures indicate the rising importance of Twitter- and thus one that fashion retailers need to be aware of. I think Twitter is so appealing because it provides people with instant information and instant news that is easy to digest at a glance. This is key for retailers- any news about trends, new products or the company should be posted to their loyal group of followers, who can keep up to the minute with the retailer. Facebook is a great place for catching up with friends, keeping in touch, but it does not provide the same news updates that Twitter does, and should not be viewed as a comparison in this way.

Over the past year, retailers have scrambled to get on Facebook and Twitter, just to increase the interactivity of the company with the consumers, or, more likely, because everyone else was. Now, I think the time has come, where retailers need to operate two different strategies for their Twitter and their Facebook, because it is becoming increasingly apparent that they are two very different social networks. Twitter offers retailers a platform for short, snappy soundbites of news to keep consumers up to date. Facebook, on the other hand, should be used as a more interactive forum for retailers to display products and allow consumers to comment and communicate with each other- I think product reviews would be a welcome addition to this page, and help to keep it fresh.