The Home Depot Rocks Social Media [Study]

The Home Depot is the retail brand doing social media best overall, according to Sprinklr’s vertical leaderboard.

The social media management company looked at social data from 18 national retail chains as part of its upcoming Social@Scale Journal. Brands observed included Bed Bath & Beyond, Best Buy, Big Lots, BJ’s Wholesale Club, Costco, The Home Depot, JCPenney, Kmart, Kohl’s, Macy’s, Marshalls, Office Depot, PetSmart, Ross Dress for Less, Target, T.J. Maxx, Toys “R” Us, and Walmart. The retail stores were given composite scores and ranked on an overall basis, taking into account audience size, and ratios for impressions, engagement, and content engagement.

Rounding out the overall top five were PetSmart, Kohl’s, BJ’s, and Target.

In addition to earning the highest overall score, Home Depot came in first in the impressions category, which measured the awareness generated for a brand based on the propagation of its content through owned and earned media. The score was determined by dividing the number of impressions by audience size, eliminating the chance of bigger brands like Walmart, Target, and Macy’s getting higher scores by default.

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At 40.93, Home Depot was the clear winner. PetSmart and Kmart came in second and third with impressions ratios of 13.21 and 11.90, respectively. With impressions ratios lower than 5, the three lowest-scoring brands were Big Lots, Macy’s, and Ross, which earned a score of 1.96.

The engagement ratio, a figure determined by active participation divided by audience size, measured what portion of the audience actively engaged with the brand in terms. Sprinklr looked at tweets, mentions, likes, comments, and shares across Facebook, Twitter, Instagram, LinkedIn, Google+, Foursquare, Pinterest, Tumblr, and YouTube.

With an engagement ratio of 0.0137, Kohl’s came in first in this category; at 0.135, Costco was not far behind. Like the impressions ratio category, Ross Dress for Less came in last with a score of 0.0008.

Ross did dominate the content engagement ratio, however, with a score of 390.13. Once again taking audience size out of the equation, Sprinklr determined the figure by dividing audience by posts by social actions, and multiplying that number by 100,000. A brand’s content engagement ratio speaks to the degree to which its content resonated with the audience by calculating the average social actions per post.

The off-price department store scored more than 10 times that of BJ’s, which came in second place at 37.20. Walmart lost this particular category with slightly more than half a point.

Ross’ disparate scores can be attributed to infrequent social activity. The chain, which has a Twitter feed consisting entirely of retweets, has posted on Facebook four times so far this year. Each post received anywhere from 435 to 6,439 likes.

Homepage image via Shutterstock.

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