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The retailers that see the most success on Facebook have better interaction rates than the leaders of any other industry, according to 2015 research. But that’s not the case for the average retailer with a Facebook presence.
Adobe found there was a 3.6% chance of comments, “likes,” shares and other interactions made on the Facebook posts of retailers in the top 20% by this metric.
That compared to a rate of 3.5% among media and entertainment companies and travel companies, and 3.4% among automotive firms and technology brands.
But the average retailer saw a Facebook interaction rate of just 2.4% over the course of the year—behind auto, tech, and media and entertainment. That translates to a gap of 1.2 percentage points between the average retailer and the leading retailers, bigger than the difference in any other industry studied.
Facebook usage is almost ubiquitous among US retailers. Gorilla Group reported that 97% of the retailers and brand manufacturers in the 2015 Internet Retailer Top 500 and Second 500 used Facebook between September and December 2015. Twitter came in second among social media sites, at 91%.
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