|Sat Oct 6 2012 23:28:31|
eBay vs. Amazon on Twitter - Social Media Roundup
By: Brian Cohen
"Twitter connects businesses to customers in real time - and businesses use Twitter to quickly share information with people interested in their products and services, gather real-time market intelligence and feedback, and build relationships with customers, partners and influencers. From brand lift to CRM to direct sales."
"We are in the midst of the greatest cultural shift of our time."
eBay On Location Keynote Speaker Gary Vaynerchuk on Social Media (Twitter and YouTube). There was, ironically, an underwhelming response (reTweet) rate. Below I will discuss some of the possible reasons for the lackluster response (not to knock Gary, his speech was great).
eBay is The World's Online Marketplace®, enabling local, national and international trade. We offer an online platform where millions of items are traded daily. San Jose, CA · http://www.ebay.com
The Official Amazon.com Twitter Feed. Seattle, Washington · http://www.amazon.com
eBay has five times as many Tweets - about 225 Tweets (original content) or about 195 Tweets excluding reTweets (non-original content) in the month of September alone.
Amazon had only 7 Tweets for the month of September, or 1 Tweet excluding 6 reTweets
Deal Hunters: Save money on eBay with Daily Deals. Check back every day for great deals, deep discounts, and, as always, Free Shipping. Deals up to 80% off! San Jose, CA · http://deals.ebay.com
Gold Box: New Deals. Every Day. Officially supported by Amazon.com. Seattle, Washington · http://www.amazon.com/goldbox
Amazon has almost ten time as many followers than eBay in its Amazon Deals Channel. Amazon appears to break the Twitter myth that following leads to followers. Apparently Amazon is not a disciple of Reciprocal Altruism? Amazon may actually be following users stealthily but would rather not broadcast (like eBay) who they are following.
A philosophy of "less is more" seems apropos here. @Amazon's restraint in sending out tweets may result in the acquisition of more followers (or perhaps less folks unfollowing their tweets?) than @eBay whose numerous tweets may be some to be considered disruptive (spam?).
reTweet (RT) Engagement
@Amazon doesn't directly engage its community like @eBay who "favorites" received Tweets.
For the month of September @eBay obtained 7,300 reTweets from Twitter users. However, excluding 3,945 Retweets from single outlier Alzheimer Association Donation Drive Tweet, eBay obtained a mere 3,350 reTweets.
Excluding the aforementioned outlier, the average number of Twitter users reTweets for an @eBay Tweet is 17. This number also excludes Tweets by @eBay that had zero retweets by Twitter users. There were very few Tweets that did not obtain a reTweet.
One Tweet that was lost in the onslaught of @eBay Tweets was eBay's birthday; 72 reTweets is lacking community spirit:
The Second most popular Tweet was a "Retweet promotion" where @eBay obtained 441 reTweets
Reviewing the promotion it appears that the promo was a failure because it didn't reach 500 reTweets. However, because eBay is sending out so many Tweets I believe they sent out an additional Tweet for the same promotion.
I suppose that 441 + 123 > 500 but I'm not so sure this promotion was executed properly. The discount was delivered, but I think one could argue the truth was stretched a bit here. This was not the only Tweet that eBay sent a second Tweet out for the same promotion. In fact the popular Alzheimer promotion was originally sent out. Perhaps the frequency and number of Tweets eBay is sending out is causing some Tweets to get "lost"?
A comparison of the Daily Deals may show that Amazon (with ten times as many followers ) has better quality deals then eBay because under their daily deal accounts Amazon and eBay have about the same number of Tweets as one another. Though I have not sorted through the Tweets to verify this.
There were other Twitter accounts run by eBay and Amazon that I would like to compare but they were unique and both did not have a counterpart:
eBay Customer Support - @AskeBay - Kudos for eBay for being more customer friendly than Amazon on Twitter. (Though I have not read through interactions here - have any of you Tweeted with @AskeBay and what was your experience?) I suppose this is a place for Buyers and Sellers. Below you will see that Amazon concentrates on Sellers and leaves buyers out of the loop.
eBay Social - @eBaySocial - eBay explains how to sell via social on Twitter.
eBay Ink Blog
Unique Amazon Accounts
Selling on Amazon - Amazon Seller Support
Note that the above is not a comprehensive listing of all eBay and Amazon Twitter accounts.
There is also a service called Klout that is an indicator if Amazon or eBay is more Influential in Social. "Klout measures your influence based on your ability to drive action on social networks. We crunch your social data to give you insight into how influential you are and what you are influential about"
eBay Klout Score: 82
Amazon Klout Score: 93
Perhaps eBay should be setting up "Twitter Verticals" based on eBay Categories (Subject Matters) so that its Tweets are more relevant to the users that receive them? Amazon does have such channels including an MP3 Channel, Video Games, Movie & TV.
Two verticals I would like to see eBay create are:
Wouldn't it be cool if eBay sent out this Youtube Video as a Tweet? (Excuse the sound quality.) Its great to see someone so excited about being an eBay seller. This video has character!
Haul & Unboxing Channel
People love to brag about their great finds at a great price. Wouldn't Twitter be a great place to boast?
It's hard to believe that eBay, which clearly has a Social Media Strategy, doesn't have as many Twitter followers as Amazon who has taken a much more laid back approach to Twitter. Can we crown Amazon as the King of Social Media? I'm not quite sure.