Amazon dominates social, but Nordstrom and Costco excel at
it: report
While Amazon takes top honors as a social media leader in
its industry, the title is more attributable to the inherently shareable nature
of its products and posts rather than a segmented mobile strategy, according to
a report from Brandwatch.
The social intelligence company has released its Social
Indices findings, which rank brands’ strongest social presence across a number
of sectors, including retail, healthcare and television networks. Amazon and
Netflix were hand-selected as the leaders in their respective industries,
although much of Amazon’s mobile crown stems from consumers’ excitement at
sharing their wish lists and desired products with friends across social
networks.
“If you take a look at Amazon, it’s very dominant in the
categories of Social Visibility and General Visibility,” said James Lovejoy,
content researcher at Brandwatch, New York. “Yet, that visibility may have less
to do with its own intelligent social strategy and more to do with the fact
that people are sharing numerous Amazon links and discussing the company's
products frequently in the social space.
“It is a highly influential brand online, which is why it
ranked at the top, but it's brands such as Nordstrom, which has the highest
Content and Engagement Score and Net Sentiment Score, and Costco, which has the
highest level of Reach Growth, that I'd point to as brands that are effectively
leveraging social to promote their brand.
“I'd label these brands ‘socially savvy’ and Amazon as a
powerhouse that, with an immense amount of existing conversation and buzz
surrounding the brand, has a strong opportunity to better capitalize on
social.”
