Amazon named most social brand, Tiffany's 'most positively loved'
Entreprise social analyst NetBase has crowned Amazon the number one social media brand for 2016, holding the largest share of voice among consumers.
According to the 2016 NetBase Retail Brands Report, which examines top social trends and overall social performance of 60 leading retail brands in 11 categories, Amazon received the highest in mentions and awareness on social media.
However, NetBase found Amazon fell short when measuring passion – Zappos has more passionate customers, as well as Nike in the athletic category.
Moreover, Tiffany & Co. was the most passionately and positively discussed brand, said NetBase.
Researchers monitored more than 430 million social posts conversations across Twitter, Facebook, Instagram and Tumblr between July 28, 2015 and July 27, 2016. What was measured was the volume of conversation, awareness (as a measure of earned impressions), reach (a measure of owned impressions), net sentiment and brand passion.
The data was used to gauge how closely the world’s leading retail brands were listening to new and existing customers on social media, and therefore, make their social ranking.
Close behind Amazon, Nike and Best Buy closed out the top three spots as most loved retail brands, "a result of best connecting and engaging with their customers," said NetBase in a statement.
On the not-so-engaged spectrum were retailers Express and Payless, and fashion brand, Kate Spade.
"“It’s clear from our retail report that some brands are doing a much better job than others when it comes to meeting customer expectations regarding products or customer service. Wherever they stand, each retail brand has the opportunity to leverage social analytics to better understand their customers’ wants, dislikes and desires to best cater to their needs,” said Paige Leidig, chief marketing officer at NetBase, in a press release.
“The holy grail is leveraging what you learn online – such as what really motivates your audience to click and purchase – and translating these findings into monetary ROI for your business.”
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