At the recent STAG Buying Show attended by over 200 members, Cybertill carried out a survey about their attitudes to social media and how they use it in their business. 83% of the respondents to the survey said they used social media for their business, and 60% of those that use social media said it drove sales to their business. The remaining 40% were unsure, although anecdotally when asked many said they think it does but they don’t measure it.
There was just 17% who don’t use social media, but those that don’t the majority, 66%, are planning to start using social media in the next six months. The most used social media platform was Facebook, with 93% of those that use social media actively using it, second was Twitter, with just over half using it. In third spot was the business social media site LinkedIn, with one fifth utilising it.
When asked what they used social media for 93% said they use it as a sales tool to communicate special offers to customers. 60% use it for a public relations tool to communicate with their local press, bloggers and so forth. 40% use social media to try understand what their customers want and to engage with their customers. 20% use it help with the optimisation of their website across search engines, such as Google.
Ian Tomlinson, CEO of Cybertill commented. “Social Media is becoming a sales channel in its own right, and it is also a perfect fit for sports retailer, especially for those selling into clubs. Facebook and Twitter give them a ready-made platform to engage with members of clubs. For example it is easy for a retailer to post on a running club’s Facebook page that they will have a pop-up shop at the club’s next 10K run with 10% discount to all members. It makes engaging with club members simple and straightforward.”
