Who Wins the Social Word of Mouth Race This Black Friday?

It looks like Walmart, Amazon and Nordstrom are winning when it comes to social media mentions this Black Friday, at least according to data released by Shareablee. The company measured social mentions for some of the largest retailers in the US, on Facebook and Twitter, to see which brand retains more shopper attention.
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1 in 5 pieces of social content amplified by shoppers came from Walmart. The world’s largest public corporation also wins in terms of engagement, reach and influence, grabbing no less than 19.65% share of social word of mouth. By comparison, Amazon.com only grabs 8.00%, and Nordstrom ranks third, with 7.96%. In fact, Macy’s, Toys ”R” Us, QVC, and Kohl’s are pretty much on the same level when it comes to their share of social word of mouth, which revolves around 7% for each. JCPenney, Target and eBay end last in the top ten.

Shareablee also provides separate insights in audience engagement on Facebook. Here, things change radically, but not for Walmart, which still dominates the race, with more than twice the active audience than the average retailer in the top 10. Walmart is followed by Amazon, Macy’s and Nordstrom in the top.

Most Engaged Audience on Facebook

On Twitter, Walmart loses supremacy to Best Buy, which 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.).

Most Engaged Followers on Twitter