Amazon bucks the social commerce trend by breaking the rules
Social media isn’t playing the vital role in driving ecommerce sales that had once been predicted – this has been made quite apparent over the last few weeks and in particular in the aftermath of Black Friday and Cyber Monday.
But according to new findings retail giant Amazon is still seeing relative success in using social media to drive traffic – and against the odds, since its approach is one generally disregarded by social media pros.
Instead of news posts and dialogue designed to encourage chit-chat – posts recommended to boost engagement and community – Internet Retailer found that Amazon’s Facebook and twitter updates are largely promotional in nature.
Despite going against conventional wisdom on how brands should interact with their customers, Amazon receives about 3.67% of site traffic via clicks from Facebook, Twitter and Pinterest – the equivalent of 3.6 million unique visitors.
These figures put Amazon at number 129 in the Internet Retailer’s Social Media 300, which ranks companies by the amount of traffic referred to their websites from social media.
Of course, this may be down to Amazon’s domination of the web retailing space – such a familiar brand doesn’t have to try so hard to pull in customers. However, the report noted that Amazon’s Facebook connectivity – reviews written by connected friends and shareable wish lists – has helped to bolster its reign in this area.