STUDY: Big Retailers’ Strategies for Facebook, Twitter, Instagram

How do big retailers market via Facebook, Twitter and Instagram? Julian Gottke, digital public-relations manager at social analytics provider Quintly, examined the strategies of the top three retailers on each social network.

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MallHow do big retailers market via Facebook, Twitter and Instagram? Julian Gottke, digital public-relations manager at social analytics provider Quintly, examined the strategies of the top three retailers on each social network to find out.

The top three retailers by engagement rate on Facebook were Nordstrom, West Elm and IKEA, and Gottke described their Facebook marketing strategies as follows:

Nordstrom:

  • 97 percent photos, 3 percent videos.
  • 96.58 percent of its interaction were likes, with shares and comments making up the rest. Gottke pointed out that for Amazon, in contrast, only 41 percent of its interactions are likes, adding that Nordstrom has one of the lowest share percentages of the 26 retailers it analyzed.
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