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These retailers lead social holiday engagement


When it comes to increasing brand awareness on social media for the holidays, a few chains stand out.

Technology and data company Engagement Labs recently released its Total Social data rankings on the top U.S. retailers for both social media and word of mouth (WOM) conversations. Total Social combines Engagement Labs' proprietary eValue social media measurement tool and the TalkTrack measurement source of WOM conversation from the Keller Fay Group, an Engagement Labs company.

On Facebook, Nordstrom ranked first place with the highest overall eValue score, as well as the strongest fan engagement. With the highest active user base and the most likes per 1,000 fans, the brand's following was extremely engaged with its visual content showcasing its merchandise.

Despite ranking sixth overall, Kohl's had one of the highest fan bases and ranked first foriImpact, frequently posting content for its followers to share. However, Kohl’s responsiveness score brought the brand down in the overall eValue ranking.

The highest responsiveness score was secured by Lowe's, however the brand's low engagement score brought its overall eValue ranking in at tenth place. Publix ranked second and Meijer came in third.

Macy's ranked first on Twitter with both the highest overall eValue score and responsiveness score. The brand actively conducted two-way conversations with its followers and had the highest response rate of the group and had an impressive average response speed.

However Nordstrom, ranked second on Twitter, had the fastest response time of the group with 17 minutes. Also Meijer, which ranked 10th place overall on Twitter, had the highest engagement score. Even though Meijer had a very engaged audience, its significantly smaller follower base than some of the top-ranked retailers affected its overall Impact score.

Apparel retailers dominated on Instagram with Hollister Co. taking first place. American Eagle, ranked second, had the highest number of posts and most active user base, which resulted in the highest engagement score. Third place overall was granted to H&M, which led in impact and responsiveness. H&M had the highest number of followers and experienced largest increase in follower growth during the timeframe measured.

Apparel retailers did not perform as well in WOM rankings. Costco, Amazon and Kroger took the top three spots for WOM sentiment. Engagement Labs analysis indicates these retailers offer a wide range of products that are driving conversations.

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