The budget fashion retailer says it has no plans to partner with the social networking site, despite the fact that more than 94,000 users have joined The Primark Appreciation Society.
The unofficial initiative, created by Oxford Brookes student Sophie Bellchambers, features 335 photos uploaded by users and more than 340 discussion threads. The forums cover topics including the products, staff and the store's recent introduction of paper carrier bags.
A spokesman for Primark's parent company, Associated British Foods, said: 'An independent Facebook group launched by our customers is of far more value than anything we could do.'
Primark's decision comes just days after Facebook revealed that marketers created more than 100,000 branded pages globally in the 24 hours following the launch of its advertising system.
Mobile operator O2's branded group has attracted more than 84,000 members.
Comments
Gordon Brown isn't going to call an election; Prince Harry isn't going to Iraq; Ian Blair isn't going to resign
There is more substance to the story than Primark 'not' launching on Facebook. I think the fact that the retailer has chosen to recognise the validity of unofficial Facebook groups rather than simply jumping on the social networking bandwagon is news worthy.
i tell you what isn't news worthy - Bryan Habana racing a cheetah.
For me I see this as a shift in the balance of power. A single user has been able to create more effect in her spare time than a multi national company with millions of pounds of Ad spend - go Sophie.
For my two cents, this shift will represent a new trend in marketing communications and should elate (and scare) major corporations with equal measure. Brand advocacy is one of the most powerful marketing tools we have and Facebook (et al) allows it on a mass scale.
I bet Sophie Bellchambers could beat a cheetah. FACT
is thinking its Facebook of course its news worthy.
Primark has recognised that a grass roots effort is better than a top-down, corporate approach. This story is newsworth because it shows an alternative to marketers jumping on the Facebook bandwagon.
Absolutely, but obviously it's just as much a threat as an opportunity to marketers.
I really think Primark should listen to me a bit more - I get so many people emailing me asking to promote their chairty or their business, hoping to get support from the now near 100,000 members. Some are really worthwhile causes such as "Free rice for starving countries" - the guys who started it, Stephen Davies and Steve Howells, recently contacted me asking for an email to be sent to every member. I have subsequently read about this cause in a weekly publication and think advertisers/companies/marketing departments should take a further look into the possibilities of using Facebook as a successful tool.
i decided to have a facebok page
Does your friend have a nationwide UK presence and a multimillion pound annual turnover?
They clearly dont need to advertise so much if they have a group set up by a consumer which has nearly 100, 000 users.
It is interesting that a company is not going to tap into facebook because they fear that they wont compete with a group already made about them. shows the power of facebook.
Like it or not, as editor I can tell you that this story is the biggest one of the day on Brand Republic - in terms of visits and page views.
Nonsense, i keep coming back to this article to read the P Douthwaite Blog
http://news.bbc.co.uk/1/hi/entertainment/7089681.stm
Should Malcolm McLaren not have been in the news yesterday then because he didnt go into the Jungle? Probably not if you dont like all that stuff but its still news.
The story is not about Primark deciding against launching a Facebook page. It's about the creation of an unofficial Primark group on Facebook that has gathered a following strong enough to prompt a major retail chain to think twice about social networking.
I'm unconvinved about corporate sites on social networks. O2's is only any good because they have compelling content for now with their university quiz - I wonder if they have a long term strategy to keep their 'members' coming back. Surely the real question here is how long it will be before we find a great 'unofficial' corporate site secretly being run and funded by the brand - because, as Primark correctly identify - that fact that it's unofficial is what makes it so powerful. If I were Ms Bellchambers, I'd sign a watertight NDA with Primark and continue to run the site whilst receving £250k from them for 'consultancy' work.....
The article is relevant because it shows that a well know brand recognised that an appreciation group, created and implemented by a brand advocate because of their love of the brand, delivers a far more positive message to its members than a group that is commissioned by the company themselves. The fact it is unofficial makes it even more compelling and trusted by the consumer. In response to the question about a brand that masqueraded as a brand advocate and set up independent brand appreciation site, need I remind anyone of Sony's "I Want a PSP for Christmas" campaign?
Comments
Jeremy Lee - 13/11/2007
Gordon Brown isn't going to call an election; Prince Harry isn't going to Iraq; Ian Blair isn't going to resign
james cameron - 13/11/2007
agreed
Jeremy Lee - 13/11/2007
Thanks
Gareth Jones - 13/11/2007
There is more substance to the story than Primark 'not' launching on Facebook. I think the fact that the retailer has chosen to recognise the validity of unofficial Facebook groups rather than simply jumping on the social networking bandwagon is news worthy.
Ed Kemp - 13/11/2007
i tell you what isn't news worthy - Bryan Habana racing a cheetah.
Stuart Hogg - 13/11/2007
For me I see this as a shift in the balance of power. A single user has been able to create more effect in her spare time than a multi national company with millions of pounds of Ad spend - go Sophie. For my two cents, this shift will represent a new trend in marketing communications and should elate (and scare) major corporations with equal measure. Brand advocacy is one of the most powerful marketing tools we have and Facebook (et al) allows it on a mass scale.
Jeremy Lee - 13/11/2007
I bet Sophie Bellchambers could beat a cheetah. FACT
Gordon Macmillan - 13/11/2007
is thinking its Facebook of course its news worthy.
Sophie Bellchambers - 13/11/2007
I bet you I couldn't
Bill Britt - 13/11/2007
Primark has recognised that a grass roots effort is better than a top-down, corporate approach. This story is newsworth because it shows an alternative to marketers jumping on the Facebook bandwagon.
Jeremy Lee - 13/11/2007
Absolutely, but obviously it's just as much a threat as an opportunity to marketers.
Sophie Bellchambers - 13/11/2007
I really think Primark should listen to me a bit more - I get so many people emailing me asking to promote their chairty or their business, hoping to get support from the now near 100,000 members. Some are really worthwhile causes such as "Free rice for starving countries" - the guys who started it, Stephen Davies and Steve Howells, recently contacted me asking for an email to be sent to every member. I have subsequently read about this cause in a weekly publication and think advertisers/companies/marketing departments should take a further look into the possibilities of using Facebook as a successful tool.
Peter Petrelli - 13/11/2007
i decided to have a facebok page
Gareth Jones - 13/11/2007
Does your friend have a nationwide UK presence and a multimillion pound annual turnover?
Peter Petrelli - 13/11/2007
They clearly dont need to advertise so much if they have a group set up by a consumer which has nearly 100, 000 users. It is interesting that a company is not going to tap into facebook because they fear that they wont compete with a group already made about them. shows the power of facebook.
Gordon Macmillan - 13/11/2007
Like it or not, as editor I can tell you that this story is the biggest one of the day on Brand Republic - in terms of visits and page views.
Peter Petrelli - 13/11/2007
Nonsense, i keep coming back to this article to read the P Douthwaite Blog http://news.bbc.co.uk/1/hi/entertainment/7089681.stm Should Malcolm McLaren not have been in the news yesterday then because he didnt go into the Jungle? Probably not if you dont like all that stuff but its still news.
Gareth Jones - 13/11/2007
The story is not about Primark deciding against launching a Facebook page. It's about the creation of an unofficial Primark group on Facebook that has gathered a following strong enough to prompt a major retail chain to think twice about social networking.
Sophie Neary - 13/11/2007
I'm unconvinved about corporate sites on social networks. O2's is only any good because they have compelling content for now with their university quiz - I wonder if they have a long term strategy to keep their 'members' coming back. Surely the real question here is how long it will be before we find a great 'unofficial' corporate site secretly being run and funded by the brand - because, as Primark correctly identify - that fact that it's unofficial is what makes it so powerful. If I were Ms Bellchambers, I'd sign a watertight NDA with Primark and continue to run the site whilst receving £250k from them for 'consultancy' work.....
rob wingrove - 14/11/2007
The article is relevant because it shows that a well know brand recognised that an appreciation group, created and implemented by a brand advocate because of their love of the brand, delivers a far more positive message to its members than a group that is commissioned by the company themselves. The fact it is unofficial makes it even more compelling and trusted by the consumer. In response to the question about a brand that masqueraded as a brand advocate and set up independent brand appreciation site, need I remind anyone of Sony's "I Want a PSP for Christmas" campaign?