Ever think that some retail verticals have it made in social media, purely due to their content? Well a new study from Engagement Labs shows that it isn’t the vertical, but the dedication that drives them to the top. Using their evalue™ social scoring system, Engagment Labs graded 80 of the top retailers on social engagement, impact and responsiveness.
The top three retailers on the scale (Champs Sports, GameStop and Tiffany & Co.) couldn’t be more different. The common bond that they share is the dedication and consistency of their social efforts. These top brands outperformed many notable retailers such as Old Navy, Banana Republic and Urban Outfitters.
“The secret to their success, is the ability to generate significant engagement by being thematically consistent, timely and relevant with their content. For Tiffany, by delivering interactive, animated content and integrating live streaming of Google Hangouts that include clever hashtags, the brand has seized the opportunity to connect on social with people in a way that differentiates its business during the holiday shopping season.”
Other impact findings saw drops by Levi’s, Gap and Coach due to the absence of seasonal content and engagement, poor customer service driving down the scores of major retailers and inconsistent content themes hurting retailers impact.
The main takeaway for marketers in the retail space is to create a plan and stick to it as tight as you can in a consistent format while also listening to your customers. According to Engagement Labs it isn’t the vertical, rather the dedication.
To see all evalue™ scores and breakdowns, please see the full release on MarketWired.
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