More and more retailers are marketing using Social Networking sites like Facebook and Twitter. Between the middle of July 2010 and the end of September 2010, Media Logic surveyed social strategies deployed by 100 national retailers in the United States in the Specialty Apparel, Specialty Hardlines, Department/Discount, and Recreation (Sports/Hobby/Crafts) sectors. From the report which can be downloaded here:

Retailers are now able to use social media to connect their online and physical properties in ways not previously possible. Further, the sum of a retailers’ social media contacts can be leveraged to create a new media network – the owned media network1 – through which the retailer can connect to other owned media networks, including those of the manufacturers, designers, directors and artists who create what the retailer sells, as well as those customers and prospects willing to become fans and followers and participate in a cooperative marketing effort.

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Total visitors to social sites now rival physical retail traffic and, in some cases, are approaching the reach of national paid media. Just one year ago, only Victoria’s Secret and its division PINK could boast a Facebook fan base of more than 1 million. By the end of September 2010, 14 retailers could make that claim (with several more joining since). And in most sectors – specifically Specialty Apparel and Recreations – growth seems to be accelerating. The 14 retailers surveyed by Media Logic with 1 million or more Facebook Likers averaged close to 40 percent growth between mid-July and mid-September 2010. The top 10 in Specialty Apparel averaged close to 50 percent growth.

The top 25 retailers by number of Facebook Fans: