Social Media Measurement- Walmart

Social Media Measurement- Walmart

Social Media Measurement

Digital goals and objectives

One of the major perceived digital goals of Walmart is to use social media to defend, protect and enhance the company’s reputation. The company also aims to find out different techniques of using social trends in ways that make sense to retailers. They aim to achieve this by publishing proactive tweets through popular internet-speak. Among Walmart’s main objectives is to have a purpose for all their social networks, engage with their target consumers frequently and become more reactive with online trends. The company also aims to use the social footprints of its stores to boost its online responsiveness.

Frequency of content for primary channels/platforms

  Number of followers Number of likes Frequency of content
Facebook 34,594,530,   210,130 interactions. 0.6% .6% of fans engaged per post
Twitter 1 million 12, 000 589,000 tweets
Instagram 34, 017, 469 3,170,000 23%
LinkedIn 2 million 2,272 0.12% engagement


Engagement levels

Walmart has been performing well in terms of social media engagement over the past few weeks. The company has enjoyed over 60,000 interactions across seven social media platforms. With more than 34 million followers on Facebook Walmart has been receiving comments at a rate of 42 per minute (Unmetric, 2021). Through different influencers, Walmart has an engagement rate of 23% on Twitter over the past few weeks.


With the current pandemic, digital disruptions seem to be nonstop and the business imperative to embrace, data, digital, and analytics has accelerated. Walmart must consider several metrics for measuring its digital success. First, the returns on digital investment s both essential ad standard to be measured (Fitzpatrick & Strovink, 2021). CEOs should also measure the percentages of yearly budgets spent on digital strategies. Walmart also needs to measure the time needed to create effective digital applications and the top technological talents promoted, attracted, and retained in the company.










Fitzpatrick, M., & Strovink, K. (2021, February 19). How do you measure success in digital? Five metrics for CEOs. McKinsey & Company. Retrieved from

Unmetric. (2021). Social Media Analytics & Intelligence Dashboard by Unmetric. Unmetric. Retrieved from

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