Amazon named social media brand for 2016

E-commerce giant Amazon has topped NetBase’s Retail Brand Reports social media ranking to be crowned the number one social media brand for 2016, holding the largest share of voice among consumers, ahead of brands Nike, Best Buy, Louis Vuitton, and Chanel.

According to the 2016 NetBase Retail Brands Report, which examined the top social trends and overall social performance of 60 leading retail brands in 11 categories, Amazon receiving the highest in mentions and awareness on social media.

However, the report did note that when it comes to measuring brand passion Amazon fell short, with jeweller Tiffany’s claiming the most passionately and positively discussed brand on social media.

The report monitored more than 430 million social posts conversations across Twitter, Facebook, Instagram and Tumblr between July 28, 2015 and July 27, 2016, and measured volume of conversation, awareness (as a measure of earned impressions), reach (a measure of owned impressions), net sentiment and brand passion.

At the bottom of the ranking were retailers Payless, Kate Spade, and Express, who fell short across all categories.

Commenting on the report, NewBase chief marketing officer Paige Leidig said: “It’s clear from our retail report that some brands are doing a much better job than others when it comes to meeting customer expectations regarding products or customer service.

“Wherever they stand, each retail brand has the opportunity to leverage social analytics to better understand their customers’ wants, dislikes, and desires to best cater to their needs.”