Walmart Dominates #BackToSchool Social Campaigns [Infographic]


Just like President’s Day brings discount couches, the back-to-school season brings big box retail onto social media in full force. A new infographic from Engagor details which brands won #BackToSchool.

There were 963,542 mentions from August 1st to August 24th, which mentioned the top big box retailers. Wal-Mart received the most brand mentions: 232,210. Kohl’s and Macy’s followed with 200,899 and 148,571 mentions respectively.

Wal-Mart also had the highest response rate for its consumers — 2,625 — and the fastest average response time to queries, at 33 minutes. JCPenny came in second for response rate, but Macy’s was the second fastest responder. Staples responded 1,101 times, giving it third place, and despite an average response time of one hour and 22 minutes, Target was third fastest.

Macy’s is the clear winner when it comes to response sentiment, with almost 75 percent positive feedback to 0.91 percent negative. Old Navy received 26.85 percent positive to 2.51 percent negative, and JCPenny saw 10.12 percent positive to 0.22 percent negative feedback.

To see which retailers had the most popular individual posts and hashtag campaigns, view the infographic below:

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