About 97 per cent of web retailers are on Facebook, but a majority of them are using it the most inefficient way possible—without a publishing app, which can centralize the work for you, according to new data from social media analytics firm Campalyst.
Its study of the top 250 retailers between between March and April 2012, shows that 63 per cent do not use a third-party publishing application, like Buddy Media or Vitrue. While Hootesuite is the most commonly used app among Facebook retailers, it is used primarily by small brands that only average 100,000 fans. If a retailer has upwards of two million, it is far more likely to turn to Buddy Media or Virtue.
Given Vitrue and Buddy media’s dominance among brands with followers in the millions, Oracle’s recent acquisition of Vitrue and the upcoming acquisition of Buddy Media by Salesforce.com for $800 million make a whole lot of sense.
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