(Filed Under Financial and General Interest News). According to a study conducted by digital media marketing companies L2 and Buddy Media, Macy’s and Victoria’s Secret stores have established the strongest presence in social and online media.

The study evaluated stores according to their websites, digital marketing strategies, and social media and mobile presence. Victoria’s Secret, Macy’s and Nordstrom earned top distinctions. Victoria’s Secret was the most popular retailer on Facebook, with 14.5 million fans. The second most popular brand, Abercrombie & Fitch, was a long way off with 5 million fans.

Research suggested that brands and stores should take every opportunity to monetize their digital presence, including adding fully functional storefronts to Facebook pages and introducing apps for a variety of smartphone platforms.

"In the first quarter of 2011, e-commerce grew more than twice the pace of overall retail," said Scott Galloway, a New York University Stern Professor who conducted the study. "Digital competence and mastery of mobile and social platforms will likely result in a bifurcation in retail between the — digitally competent — and the have-nots — the digitally challenged."

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Published 08-25-2011 by Katherine Rautenberg