A new study reveals that Amazon.Com, Inc. (NASDAQ:AMZN), Etsy Inc. (NASDAQ:ETSY) and Ebay Inc. (NASDAQ:EBAY) are the best social engagement platforms. Several industries were examines, and on the Retail Social Index section, Amazon, Etsy, eBay, Wal-Mart Stores, Inc. (NYSE:WMT) and Target Corporation (NYSE:TGT) led the way, while RadioShack, Rite Aid Corporation (NYSE:RAD) and Ahold recorded the poorest performance.
The study by Brandwatch
Brandwatch studied 43 high-profile brands and examined 10,822,531 online conversations from January to May this year. The conversations were observed from across the broad social network circle, including Facebook Inc. (NASDAQ:FB), Twitter Inc. (NYSE:TWTR), news sites, forums and blogs. The social intelligence report by Brandwatch found out that consumers were the initiators of conversations on various brands on social networks most of the times. In fact, 93% of social conversations were initiated by consumers, not retailers. Some brands are not giving consumers the attention they need, even after initiating the conversations.
Parameters such as general visibility, social visibility, net sentiment, social engagement and content as well as reach growth were used to measure retailers. The study found out that engagement on social channels is not well developed. For instance, of the total conversation strings, 10% are content replies and retweets.The study also found out that retailers post averagely 63 tweets in a day and update their statuses on Facebook approximately 1.45 times in one day. They also reply to @mentions on Twitter about 40 times every day.
Content engagement in other industries
Telephone networks reply to @mentions on Twitter, on average, less than 4 times per day while automotive brands reply to these type of strings about two times per day. Following this report, if you though that Facebook is at the top of audience engagement due to its organic reach, you are damn wrong. This, however, does not mean that it is poor. Its visuals are particularly awesome, with visual content on Facebook getting a huge following.
James Lovejoy summarizes by saying that brands are generally not doing well in social engagement. They are only focusing on the number of followers and likes without focusing on deep understanding of the content shared.
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