Shareablee Social Scorecard Reveals Retail's Black Friday Social Media Top Ten

Nordstrom, Amazon and Macy's lead Black Friday social media race

Cabela's, HomeGoods. iTunes, Saks Fifth Avenue new to Top Ten

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Shareablee

Nov 26, 2014, 02:07 ET

NEW YORK, Nov. 26, 2014 /PRNewswire/ -- Leading social media benchmarking and audience engagement analysis firm, Shareablee Inc. released the Black Friday Retail Brand Edition of its Shareablee Social Scorecard, ranking the social media performance of U.S. retailers in the countdown to the biggest shopping season of the year. The ranking reflects a growth of 109 percent in social engagement and a total of 120M social actions for retail brands in November 2014.

Nordstrom dominates the Top Ten ranking, a bump up from the second spot in 2013, with 885k engaged actions (likes, comments, shares, retweets, favorites) across Facebook, Twitter and Instagram. The brand is capturing 12 percent share of voice amongst the entire "big box" and department store category led by its increased use of Instagram. Of the Top Ten, Amazon is the category leader on Facebook, with a 22 percent growth year over year and 587k total actions on the platform.

New to the Shareablee Social Scorecard Top 10 are Cabela's (99 percent growth over last year), HomeGoods (up 235 percent), iTunes (up 15 percent), and Saks Fifth Avenue (up 107 percent).

Wal-Mart's engagement dropped 92 percent comparing November 2014 with the same period last year, falling out of the Top Ten from the number 1 spot in 2013. Marshall's, QVC and Toys "R" US have also moved out of the Top Ten this Black Friday season.

Shareablee Social Scorecard: Retail Brand Index

November 1 – November 21, 2014

Brand

Total
Actionsi
Facebook
Twitter
Instagram 

%
Actions ii
Facebook

%
Actions
Twitter

%
Actions
Instagram 

1

Nordstrom

844,990

46.02%

1.43%

52.55%

2

Amazon

603,323

97.28%

1.74%

0.98%

3

Macy's

554,162

86.35%

1.41%

12.24%

4

Kohl's

416,004

60.28%

2.04%

37.68%

5

Cabela's

392,364

44.51%

2.88%

52.60%

6

Target

392,201

13.44%

26.20%

60.35%

7

Neiman Marcus

273,560

14.25%

0.75%

85.00%

8

HomeGoods

224,015

28.09%

0.88%

71.03%

9

iTunes

183,832

11.02%

88.98%

0.00%

10

Saks Fifth Avenue

180,388

8.81%

2.52%

88.67%

i The total actions metric includes post-level likes, shares, favorites, retweets and comments.

ii % actions metric notes the portion of actions (likes, shares, favorites, retweets and comments) attributable to a platform.


"Social media has become an integral piece of the marketing mix," Shareablee CEO and Founder Tania Yuki said. "Many retailers are seeing the opportunity in social media's ability to convert social shoppers into customers. This year's Shareablee Social Scorecard Top Ten have garnered over nine million clicks to their websites, with referral traffic growing 127 percent year over year. For the top ten brands there were 2.2 clicks for every 1 action, revealing a huge enthusiasm for social click-throughs."

Other notable findings include:

  • Macy's has the top Black Friday post on Facebook, earning the brand nearly 164K social actions in November
  • Best Buy wins on Twitter capturing 44 percent of total retweets for the large U.S. retail category in November
  • Neiman Marcus wins audience loyalty with 78% of the brand's Facebook fans returning to engage with the brand

About the Shareablee Social Scorecard

The Shareablee Social Scorecard measures total social media actions (post-level likes, comments, shares, retweets, favorites) for a brand across Facebook, Twitter and Instagram.

About Shareablee Inc.

Launched in 2013, Shareablee Inc. (http://www.shareablee.com) is the leading authority on audience intelligence, competitive benchmarking and actionable insights for social media. The official social media analytics partner of comScore, Shareablee measures a census of global properties and collects brand audience and engagement data across Facebook, Twitter, Instagram, Google+, Tumblr, LinkedIn, YouTube and Pinterest.

Media Contact:

John Lee
TallGrass Public Relations
1.917.653.3444
[email protected]

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SOURCE Shareablee