Retail fades on Facebook

Monday’s metric: Retailers have had a sluggish first half on Facebook growth and have seen an actual decline in engagement and volume on the social network, despite an increase in the number of published posts, according to an analysis of 50 retail brands conducted by Expion. While there was an even split across the retailers in social volume growth – 25 experienced positive growth and 25 saw a decline – eight of the top 10 brands took a step backward. However, the findings show that compelling content remains king “and brands that organically are tied to style and pop culture, like luxury brands, tend to benefit from the strongest engagement with their fans,” says Peter Heffring, CEO of Expion.