Brand managers adapt as social media sites put power in hands of consumers

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Interesting article from Siobhan O’Connell of the Irish Times on how Irish firms are using social media to their advantage.

Social media is of most relevance to transactional websites. Social features integrated on the website can improve e-commerce revenues and boost consumer loyalty. Such features include Facebook like, follow or share; e-mail to a friend; share and follow links; product reviews by customers; Twitter tweet or follow and Facebook store.

Web consultancy Amas recently reviewed 100 Irish e-commerce sites, ranking them by how many of 10 social features the websites were deploying. On the Amas criteria, the most social websites are Amazon, HMV, CD Wow and Littlewoods.

Among Irish retailers, the most sociable are Dabs, Elverys, Carrolls Irish Gifts, ESB, Meteor and Micksgarage. A fifth of the sites surveyed had no social media features at all, including, ironically, Bord Gáis, sponsor of the Social Media Awards.

You can read the rest of the article here.


Marie Ennis-O’Connor BA, MIAPR, holds an Honours degree in History from University College Dublin. She is a graduate of the Irish Academy of Public Relations and has worked in a variety of PR roles over the past 12 years. Marie is editor of several award-winning blogs ranging from life sciences to health to business. She is a panel member of the newly established Bloggers International and is a regular contributor to Health Works Collective, an online community for thought leaders in international healthcare. She is a featured blogger on Webicina, an online service that provides curated medical social media resources in over 80 medical topics and over 17 languages, and has been awarded a top blogger accolade by Empowered and most inspiring writer by WegoHealth. Marie is also in demand as a trainer in social media marketing and travels the country teaching small business owners how to get online and maximise their online presence.

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