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http://www.theguardian.com/business/2014/dec/04/tesco-retail-stampede-social-media-create-brand-chatter

Tesco joins retail stampede to social media in bid to create brand chatter



This article is about how Tesco have realised that consumers spend more money if they are engaged through social media. So Tesco are trying to reach out through Twitter and Facebook and are trying to communicate with their followers.

• Evidence that shoppers engaged via social media spend more and people are increasingly influenced by advice and recommendations from peers on sites such as Facebook and Twitter is forcing retailers to radically change the way they communicate.
• In the first half of this year UK spending on social media advertising rose by 73% to £396m, according to the Internet Advertising Bureau (IAB).
• Social media is playing a role in all sectors of the market. For the second year in a row Sainsbury’s caused a stir online with a highly emotional seasonal ad, this year based on the first world war trenches. It barely mentions the brand but has prompted heated debate across Twitter and mainstream media helping it notch up more than 13.6m views on Youtube,
• Social media is now a well established channel for relationship building and a person that has had a positive experience with your brand on social media will be more likely not only to shop with you but also defend your brand’s reputation to their friends.

I believe reaching out through social media is the west way to communicate with customers nowadays as consumers are constantly using social networking sites. This gets shoppers involved even through advertisements such as the John Lewis Christmas ones, which increases their revenue in the long run.