Walmart Most Socially Engaged Retailer in Back to School Campaigns [Infographic]

By: Lien Brusselmans

September 4, 2014

Once students have had a couple of weeks to enjoy their summer holiday, retailers already start preparing them for the next school year! Children and teenagers are probably the most mobile and digital generation, so it shouldn’t come as a surprise that brands invest a lot in social media for their Back to School campaigns.

Engagor has kept a close eye on 8 US retailers to gauge the success of their social media efforts. Scroll through the infographic and read on to find out:

  • which retailer is most closely engaged with their community
  • who replies fastest to questions and remarks
  • which brand left the most positive impression

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Walmart, Kohl’s, Macy’s, and Target stand out with each over 100,000 mentions on social media over the course of 24 days (August 1st-24th). Based on hashtag usage, Kohl’s and Target were most successful thanks to their gift card cooperation with blogs Thrifty Nifty Mommy (#ThriftyNiftyMom) and Viva Veltoro (#vivaveltoro). When compared with popular events like the Superbowl and Winter Olympics, which we analyzed earlier this year, buzz around these retailers’ Back to School campaigns came almost equally from mobile devices and the web.

Despite the massive outreach of people, not all retailers have embraced the power of social media’s personal approach yet. All brands are actively engaging with their community, which is great, especially compared to other industries. However, there is a discrepancy in the amount of replies that are being sent by the retailers as well as in response time. Walmart stands out in both fields with replies to 2,625 tweets in 24 days and an average response time of 33 minutes! This perfectly alligns with the speed at which consumers expect a response from brands.

Walmart tops the response time charts with an average response time of 33 minutes.


Retailers’ Social Media Campaigns Primarily Tailored to a Female Audience

Based on the research we did with Engagor, it turned out people engaging with retailers’ Back to School content came primarily from California, Florida, and Texas. Moms are still heavily involved when it comes to their children’s school activities: for each of the brands, over 75% of engaged fans were female. Kohl’s performs best with 92% of female engaged fans, which might very well be the result of their #ThriftyNiftyMom and #vivaveltoro campaigns. Walmart and Target have a slightly higher amount of negative buzz, but this has little to do with their brands and more to do with school kids resenting the beginning of a new school year and seeing all of those school supplies in stores. Engagor’s research also showed that people were most active between 1 and 4 pm, which makes it the ideal time for retailers to post fresh content.

For each of the retailers, 75% of engaged fans are female.

Back to School is big on social, and retailers are actively engaging with their communities. Based on the Engagor research, Walmart came out as one of the most socially engaged retailers with most buzz, most replies to consumers, and the fastest response time!