Engagement Labs explained how it calculates its evalue scores in a press release:
Brands are ranked by their evalue score, which is an overall measure of performance and effectiveness on a given social media channel. The ranking is based on the evalue scoring system, which is backed by a patented algorithm and benchmarked against a database of 50,000 verified brand accounts. The evalue score itself is an aggregate of the ideal social media KPIs (key performance indicators) — the three sub-scores of engagement, impact and responsiveness. Unlike most tools, evalue analyzes all Facebook page custom targeting options simultaneously. For the purpose of this Index, we looked at standard pages, global/local pages and geo-targeted content facing the U.S.
Champs Sports topped the list with an evalue score of 96, followed by GameStop (95) and Tiffany & Co. (89). Other findings from Engagement Labs included:
- Notable fashion retailers that finished with scores below the retail-industry average of 64 included J. Crew (55), H&M (54), Forever 21 (54), Old Navy (54), Banana Republic (52), Zara (46), American Eagle Outfitters (45), Gap (42), Levi’s (40), Urban Outfitters (38) and Guess (23).
- Other sporting retailers that fared well in the Retail Index rankings included Foot Locker (85), Finish Line (76) and Dick’s Sporting Goods (68), while Sports Authority (43) bucked the trend.
- Levi’s, Gap and Coach (35) offered little or no content specifically geared toward the holiday shopping season.
- The customer-service ratings for Coach and Guess were extremely low, contributing to their poor rankings.
- The middle tier of the index included big-box retailers such as Costco (68), Sam’s Club (65), Sears (65), Kmart (59), Walmart (50) and Target (44).
- Home-improvement retailers performed well, with Home Depot scoring an 81, followed by Ace Hardware (75), Sherwin-Williams (62) and Lowe’s (57).
Engagement Labs chief strategy officer Eli Singer said in a release revealing its Retail Index:
From sporting goods and video games to luxury goods and jewelry, it’s great to see such a wide variety of companies that were able to use social to differentiate their brands. The secret to their success is the ability to generate significant engagement by being thematically consistent, timely and relevant with their content. For Tiffany & Co., by delivering interactive, animated content and integrating live streaming of Google Hangouts that include clever hashtags, the brand has seized the opportunity to connect on social with people in a way that differentiates its business during the holiday shopping season.
CEO Bryan Segal added:
Champs Sports’ evalue score is a clear indicator of how thematically aligned, consistent content differentiates specialty-sporting goods and shoe retailers from larger multinationals on social media. For instance, Champs Sports’ #TheDrop series offers fun and interesting facts about top athletes and professional sports teams. It’s a great way to drive engagement and jump into mainstream, pop-culture moments that build trust with consumers using relatable content.
Readers: How did your favorite retailers fare?