Amazon, eBay most active retailers on Twitter

It seems eBay (NASDAQ:EBAY) and Amazon (NASDAQ:AMZN) are among the retailers with the highest level of engagement on Twitter, according to data by SocialRank.

Although Facebook leads on social media for the most followers, it falls behind when it comes to daily engagement levels by users, reported PR Week. And out of the most engaging brands on the list, only eBay is in the top five in terms of engagement from its followers.  According to Alex Taub, cofounder of SocialRank, a higher engagement rate is more important than the number of followers. Engagment—which include retweets, mentions and replies—is becoming a must for retailers hoping to connect with consumers in 2015.

In the last 90 days, 58.1 percent of retailers tweeted, ahead of the 49.8 percent of leading global brands, 54.7 percent of technology media firms and 50.8 percent of technology companies that tweeted in the same time period, reported Women's Wear Daily.

"The whole point of the index is to see the data within an industry and see how your stats compare. The retailers in the retail index do pretty well," Taub told Women's Wear Daily.

As of earlier this week, retailers had an average of 82,038 Twitter followers, which was significantly lower than the averages for technology media firms and global brands.

In terms of followers, Starbucks and Whole Foods ranked No. 1 and No. 2 respectively. Amazon, however, trumped Starbucks and Whole Foods in terms of total engagement with 13,113 followers, compared with 4,344 followers for Starbucks and 638 for Whole Foods.

Looking specifically at engagement numbers for retailers with a strong fashion component, Target topped the list—and ranked seventh overall—with more than 1.5 million followers and a total of 1,776 engagements. Macy's ranked 13th for followers, with 768,547, and 19th for engagements, with 551. Walmart did better with engagements, ranking 19th with 1,425, and ranked 16th for followers, with 648,161.

For more:
-See this Women's Wear Daily article (subscription)
-See this PR Week article

Related stories:
eBay Now adds JCPenney, Target to retail roster
Social media for customer service is a must for retailers
Burberry brings digital beauty experience to Korea
Amazon stores could pressure back-end operations
Amazon to open holiday pop-up stores