July 20, 2011, 4:46 PM

Amazon commands the best online buzz, but Target makes gains

Zeta Interactive says that online retailers beat other merchants in positive social media.

Lead Photo

Amazon.com Inc. continues to command online buzz, but Target Corp. is gaining on the world’s largest online retailer, according to the most recent Zeta Buzz Top 25 Retail Standings Index.

Zeta Interactive, a digital marketing firm and social media monitoring service, tracks mentions of a retailer’s name across more than 100 million blogs and online communities and analyzes the tone of each reference. Zeta then provides the results exclusively to Internet Retailer. The online marketing firm creates the Zeta Buzz Ratings for retailers by multiplying volume of mentions times the percentage that are positive and dividing by 10. Zeta says a minimum good score for larger retail brands during any given month is 60 or above.

Zeta’s July report shows Amazon leading 25 other retailers with a Zeta buzz rating of 493.37; by comparison, the lowest-ranked retailer, Dillards, had a buzz rating of 64.29. July marks the seventh straight monthly report in which Amazon, No. 1 in the Internet Retailer Top 500 Guide, has held the top spot in the ratings.

Target, though, gained strength, leaping into second place from third in the previous report, and receiving a buzz rating of 473.98. Less than 20 points separate Target, No. 22 in the Top 500 Guide, from Amazon; last month, Zeta says, the brands were separated by 67 points.

Wal-Mart, No. 6 in the Top 500 Guide, is in third place, with a 360.68 rating, followed by Lowe’s, with 353.18. Lowe’s is No. 91 in the Top 500 Guide.

Amazon also led in what Zeta calls tonal rating, which is a measurement of the positive or negative tone of social media posts. Amazon achieved 93% positive buzz, compared with 90% for Target, 86% for Wal-Mart and 85% for Lowe’s.

Among web-only retailers, Overstock was second behind Amazon for positive tone, at 92%‑‑showing that, Zeta says, web-only retailers beat out multichannel retailers in terms of good social media buzz. “If there were ever a time for multichannel retailers to study up and take a chapter or two out of Amazon’s playbook, the time is now,” says Zeta Interactive CEO Al DiGuido. “Holiday season will be here before you know it, a time when rankings and cash register truly mean something."

Zeta says three brands entered the Top 25 rankings this month: GameFly, BJ's and Dillard's. Dropping out of the rankings were Reebok, Adidas and Barnes & Noble.

Following is the list of the top 25 retailers and consumer brand manufacturers ranked by online buzz, with the Zeta Buzz rating followed by the average number of daily posts during the past month and the percent of mentions that were positive in tone:

1. Amazon.com

493.37

5,305

93%

2. Target

473.98

4,822

90%

3. Walmart

360.68

4,194

86%

4. Lowe's

353.18

4,155

85%

5. Kmart

337.89

4,071

83%

6. Best Buy

303.39

3,992

76%

7. Overstock.com

274.90

2,988

92%

8. Kohl’s

245.02

2,753

89%

9. Macy’s

211.37

2,977

71%

10.Home Depot

211.12

2,320

91%

11.Costco

184.90

2,150

86%

12.Toys R US

168.72

2,031

83%

13.Old Navy

155.92

1,661

82%

14. GameStop

168.72

2,109

80%

15. CVS

125.80

1,446

87%

16. Sam's Club

96.22

1,132

85%

17. GameFly

90.21

1,455

72%

18. Nike

85.68

1,020

84%

19. Radio Shack

80.12

1,014

79%

20. Walgreen's

80.04

1,003

78%

21. Nordstrom

74.52

828

90%

22.Bloomingdale's

74.44

1,028

68%

23.BJ's

72.52

980

74%

24.RiteAid

64.67

752

86%

25. Dillard's

64.29

739

87%

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Deepak Agarwal / E-Commerce

Back-to-school insights from a Top 100 online retailer

It’s the second-largest online shopping season, and one nomorerack.com CEO pays close attention to. Here ...

FPO

Kevin Sterneckert / E-Commerce

The ghost economy: an $800 billion retail data disconnect

A new twist on a classic holiday story that online retailers will relive in the ...

Advertisement