Public Relations & Social Marketing Insight

" A surprising group of retailers are dominating social media conversations and engagement so far this holiday season, led by Nordstrom, Macy’s and Sephora, according to Shareablee Social Scorecard. Kohl’s came in at a much more distant fourth place, followed by Amazon. 

The rankings, which are based on combined analysis of total actions —shares, comments, retweets, and reblogs — on Instagram, Facebook, Twitter and You Tube, show an overall 26% increase in engagement and 170% jump in actions this year. This is despite a sharp decrease in posts featuring Black Friday deals, which fell 32% on Facebook and 27% on Twitter.

"What really stood out to us this year is the rise of the specialty store, and not so much the mass marketers,” says Shareablee's founder and CEO, Tania Yuki. “I was expecting to see Walmart and Target ranked much higher, and instead we saw exceptional strength in brands like Nordstrom, Sephora, Barney’s and Neiman Marcus.”...

Now several companies, including Google, Facebook, Twitter and Pinterest, are trying to bridge the gap between mobile browsing and desktop purchasing with a simple “buy” button.

Buy buttons have been around since the early days of the Web, of course, notably with Amazon’s “One-Click Ordering,” where people set up a button that runs their credit card and ships whatever they have bought to a designated address.

But these new buy buttons allow technology companies to act as middlemen between mobile shoppers and retailers — eliminating aggravating typing on a phone’s touch screen and extending one-click ordering to thousands of small retailers....