Retailers have been using social media to their benefit. It seems, however, as if they took this path not because they could lure more people to them but because that’s where the people were already. Not exactly cutting edge thinking (since reacting to a situation rather than creating a need is less desirable) but it is what it is.
eMarketer reports on a study conducted by the Aberdeen Group that gives some insight into retailers and their use of social media. First, a look at why they are there in the first place.