/PRNewswire/ -- Rosetta, the largest independent interactive marketing agency in the country, today released a social media study showing 59 percent of 100 leading retailers currently have a fan page on Facebook.
According to the study, which was first conducted in April of 2008 and updated in September of 2008, 29 of the retailers surveyed added Facebook pages during those four months. These include Best Buy(R), Toys "R" Us(R), Kohl's(R) and Wal-Mart(R).
"These results support what we're seeing in our day-to-day client work, which is that we've reached a tipping point with Facebook among retailers," says Adam Cohen, partner with Rosetta's consumer goods and retail practice. "Social media sites continue to be an important source of community connection, and savvy retailers are reaping the benefits of Facebook's rapid extension into new demographics, such as Gen-X and seniors."
However, Cohen cautions retailers against a haphazard approach: "It's important that retailers don't just slap up a page because everyone is talking about Facebook. An effective Facebook presence requires that you carefully consider what your customers are looking for, what you would like to communicate, and what role a fan page should play in your overall online strategy. If you take all of these into account, it can be effective in building customer loyalty. "
The study included 100 retailers with a significant e-commerce presence or brand awareness, evaluated strictly on the creation of a "fan page" on Facebook.
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