When it comes to Facebook engagement before Black Friday, Target has been kicking the turkey stuffing out of Kohl’s. For the new catch-all engagement rate called “talking about this,” Target is currently charting at 665,000 to Kohl’s 93,000.
Those Facebook numbers reflect activity generated by the brands since Sunday night. The brands have roughly equal numbers of Facebook fans/likes, with Target tallying 6.5 million and Kohl’s at 6.1 million. Those numbers are important to note because they can greatly affect Facebook Insights’ “talking about this” metric. In short, it’s fairest to compare brands with similar audiences – Target and Kohl’s, in this case – when evaluating the productivity of their engagement strategies.
“Talking about this” is a raw number that adds up various engagement types, including number of likes, number of Facebook user comments involving the brand, RVSPs, “@mentions” of a brand, Facebook Places check-ins, and photo-tags. All viewers can see the stat on the lower left-hand side of a brand’s Facebook page.
And while audience size is a factor, so are the quality and quantity of posts by brands like Target and Kohl’s.
Surprisingly, Target only authored one post on Sunday and Monday while Kohl’s penned four. Two of Kohl’s posts offered 10 to 15 percent off discounts. Target’s lone message so far this week read: “Start planning your Black Friday… right… about…http://tgt.bz/6030R9mG”.
People clicking the link are taken to an online weekly circular for Target’s Black Friday specials. The post garnered nearly 2,500 likes and more than 600 comments. [Clickz.]