INFOGRAPHIC: Report Card for Retailers’ Back-to-School Efforts on Facebook, Twitter

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By David Cohen

EngagorBackToSchoolInfographicTeaser650Which major retailers have generated the most engagement and positive buzz on Facebook and Twitter for their back-to-school efforts? Social marketing and analytics platform Engagor has the answers.

Engagor analyzed back-to-school posts and their performances from Walmart, Kohl’s, Macy’s, Target, JCPenney, Staples, Old Navy and Office Depot from Aug. 1 to 24, finding that:

  • Walmart led in social chatter related to back-to-school, with 232,210 mentions, followed by Kohl’s (200,899).
  • Walmart was also the most socially engaged retailer of those studied by Engagor, responding 2,625 times, and the quickest to respond, at an average of 33 minutes.
  • Facebook and Twitter users engaged the most with brands on back-to-school content between 1 p.m. and 4 p.m.
  • The top back-to-school hashtag used by a retailer was #jcpexpressyourselfie from JCPenney.
  • Macy’s had the most positive sentiment (75 percent), while Walmart led in negative sentiment (12 percent).
  • Office Depot had the highest volume of social chatter from male Facebook and Twitter users.

Readers: Did any of Engagor’s findings surprise you?

EngagorBackToSchoolInfographic