Walmart, Amazon and Nordstrom Dominate Social Word of Mouth in the Race for Black Friday

NEW YORK, Nov. 27, 2013 /PRNewswire/ -- Shareablee Inc., a social business intelligence platform, today released data ranking the cross-platform social performance of U.S. retailers in the countdown to the biggest shopping day of the year.

As the battle for shopper attention intensifies this holiday season, it is critical for retailers to have a unified view across key social platforms, such as Facebook and Twitter.

Shareablee found that 1 in 5 pieces of social content amplified by shoppers came from Walmart. Walmart also received more than double the engaged actions across Facebook and Twitter, and these factors combined reveal a high degree of pass-along value in their social content mix.

"Your social audience's willingness to amplify content via sharing and retweeting is the single biggest indicator of brand loyalty. When you consider the value of messages passed along via friends and family, the ultimate reach from earned media during this Black Friday shopping event could be exponential for some of these top retailers," explains Tania Yuki, CEO of Shareablee.

Top 10 U.S. Retailers - Most Engaged Audience on Facebook

Walmart, Macy's and Amazon are by far leading the race in terms of active audience on Facebook. Walmart leads the pack, with more than 2.5x the active audience than the average retailer in our top 10 and also accounts for more than 1 in 4 shares.  Mid-length content, posted later in the evening (9pm onwards EST) dominated much of Walmart's engagement.

Top 10 U.S. Retailers - Most Engaged Followers on Twitter

Best Buy dominates the retail category, activating more than double the re-tweeters  and total actions on Twitter than any other brand, despite having the fourth largest follower base (after Target, Amazon, and Toys "R" Us.) Almost all of their most engaging tweets contained a link back to their website, BestBuy.com (98% of tweets), which was a strategy that also saw success for eBay (99% of tweets) and Bed Bath and Beyond (93%). This shows that social shoppers are open to re-tweeting brand and offer driven content around this holiday season, provided it contains offers worth talking about.
 

Other notable findings from November 2013 include:

• Lord and Taylor had the highest follower activation rate, with 3.5% of their followers retweeting in the lead up to Black Friday. Zappos and Bed Bath and Beyond saw the next highest activation, with 2.5% and 2.2% of followers respectively.
• QVC, Nordstrom and TJ Maxx saw the highest activation of their audience, relative to fan-base (activating 11%, 10% and 5% respectively).

About Shareablee
Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts by surfacing unique and actionable best practices around brand performance, competitive benchmarking and audience insights across social platforms. We distill multivariate marketing options into clear recommendations via our 24/7 cloud-based enterprise platform, accompanied with full account management and tailored reporting. For more information, please visit www.shareablee.com.

CONTACT: Carmen Hammond, [email protected], 646-396-0813 ext 704

SOURCE Shareablee Inc.