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Walmart Dominates Black Friday Online Chatter

November 27, 2013

One in five social posts amplified by shoppers come from Walmart.

Walmart is winning the hearts of online shoppers. Shareable Inc., a social business intelligence platform, 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 Shareable.

Here's a look at the top 10 retailers

1. Walmart
2. Amazon.com
3. Nordstrom
4. Macy's
5. Toy "R" Us
6. QVC
7. Kohl's
8. JCPenney
9. Target
10. eBay

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, according to Shareable.


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. according to Shareable.


More info: Shareable, www.shareable.com
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