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Tesco, Ryanair and UPC come bottom of the social networking table

A new study has found that some big brands have no social media features on their eCommerce sites at all, while others, like HMV, Amazon and Irish site Elverys are making the most of the likes of Facebook and Twitter.

Twenty per cent of 100 companies surveyed had no social media links on their eCommerce sites
Twenty per cent of 100 companies surveyed had no social media links on their eCommerce sites
Image: Steve White/The Canadian Press/Press Association Images

A NEW SURVEY has found that Ryanair, Tesco and UPC are bottom of the pile when it comes to engaging with their online customers via social media.

Online consultancy firm AMAS, along with the Irish Internet Association, has examined the presence of features on the eCommerce sites of 100 companies and published the results in the latest State of the Net Bulletin. The features include a prompt to “Like” something on Facebook, to tweet about something or follow the company on Twitter, to view customer product reviews, or to view images of a product.

Tesco, Ryanair, UPC and Domino’s Pizza are among the businesses which feature none of the ten criteria set out in the survey, while a further 42 per cent had between one and three of the the ten social features the scores were based on. While no site scored full marks, among the best were Amazon and HMV, while the highest performing Irish site was Elverys. The sports retailer met six of the ten criteria.

Here’s how the main sites compare:

Image Amas.ie

State of the Net identifies that there is strong evidence that these features can improve customer loyalty and boost eCommerce revenues.

Aileen O’Toole, Managing Director of AMAS says “it’s surprising that a fifth of the businesses have no social media features at all on their sites – including some big guns such as Ryanair, Tesco and UPC”. O’Toole identifies that many online brands have Facebook and Twitter accounts, but for some reason have chosen not to promote their social media presence to their customers, while others only promote the ones likely to deliver the most benefits.

Read more from State of the Net: How sociable is eCommerce?>

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About the author:

Emer McLysaght

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