How Home Depot Makes Hardware Supplies Exciting On Social

How the Study Was Conducted

Sprinklr’s report calculated composite scores for each of the nearly 20 businesses it evaluated. Factors such as the number of followers, impressions and engagement rates were used to determine who had the best social presence. Filled with heavy hitters, like Walmart with 32 million likes, and Macy’s, which boasts 14 million likes, Sprinklr’s list leaves us wondering how the humble Home Depot topped the line-up with just 5.6 million likes.

Making Great Impressions

In addition to leading the pack overall, The Home Depot also ranked number one for impressions. The survey assessed impressions as a brand’s ability to boost awareness through its own content on its own platform. Here’s some of the math behind it:

Impressions Ratio = Number of Impressions / Audience Size.

Working under this equation levels the playing field so that, say, one million impressions from a brand with 50 million followers doesn’t look so stunning when compared with a small but mighty audience of 1 million, gaining 750,000 impressions.

When all the number crunching was done, The Home Depot earned an impressions score of 40.39, more than tripling its second-place rival, PetSmart, while big names like Big Lots, Macy’s and Ross trailed at the end of the list.

Measuring Engagement Levels

Sprinklr also measured the engagement levels for all 18 companies. They divided the total active engagement (pulling in things like comments, tweets, shares and other forms of participation) by the total number of followers for that particular platform. The social networks that were evaluated included:

  • Facebook
  • Twitter
  • Pinterest
  • Instagram
  • LinkedIn
  • Tumblr
  • Foursquare
  • YouTube

Here, The Home Depot faltered, losing its top spot to Kohl’s and their 0.0137 engagement ratio. Costco came in second with 0.135. And, like they did in the Impressions category, Ross remained at the bottom of the rankings with 0.0008.

Content Engagement

The final leg of Sprinklr’s measurements looked at content engagement, which studied how well unique content clicked with the audience. The data was calculated by dividing the total number of followers by social actions and multiplying that figure by 100,000. For this category, the tables turned, giving Ross the number-one spot with 390.13. BJ’s finished at the number two spot with 37.20.

Despite all of Sprinklr’s fancy stats, we couldn’t help but wonder how all these brands with such pretty, exciting products to post about lost out to a company known for selling nails and two-by-fours. Well, taking a quick look at The Home Depot’s Facebook reveals that they’re presenting their products more creatively than the rest of the pack.

One popular post that garnered more than 8,000 likes focused on an awesome Shuttercraft D.I.Y. project that can be created with Home Depot supplies (and it makes it look deceivingly easy, too). They’re not just displaying a product but an idea, which prompts people to do some sharing and bookmarking on any social network.

So, at the end of the day, it’s all about getting creative. This is especially important if you’re a retailer competing with other companies selling your exact same products beneath a different awning or website layout. Luckily, getting in on the game is simple. Remember: if The Home Depot can make under-the-sink organization engaging, there’s hope for you, too.

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