The majority of Internet Retailer's Second 500 retailers have a presence on Facebook and Twitter. The Internet Retailer Top 500 ranks the 500 leading North American retailers by online sales; the Second 500 ranks online retailers from 501 to 1,000. Facebook is the social medium most often tapped by Second 500 retailers, with 353, or 71%, having a presence on the network.
Second 500 retailers also use Twitter almost as much as Facebook, with 349, or 70%, communicating with shoppers through the 140-character tweets. Web retailers using Twitter seem to share a view of its potential to bond with consumers, as use of the medium is distributed fairly evenly across all sales ranges among the Second 500.
Although use of the social networking site MySpace has declined or remained flat since 2008 (when Facebook emerged as the dominant social network) it is still used by 116, or 23%, of Second 500 retailers. That runs close to the participation rate of retailers in Internet Retailer’s 2011 Top 500 Guide.
YouTube also is used somewhat evenly across all sales ranges in the Second 500 retailers. However, Second 500 retailer's use of the video network — by 75, or 15% — falls far short of that of larger Top 500 merchants, 316 (63%) of whom use YouTube to post commercials, product demos or other types of videos on the Google-owned video site.[Source: "Second 500 — Making friends online." Internet Retailer. 4 Aug. 2011. Web. 5 Aug. 2011.]