Tesco is “squandering its opportunity” by lacking social engagement, BirdSong founder states on back of poor results
As Tesco UK sales growth drops 3.8 per cent year on year, it is found that the company is the second least engaging supermarket on social media.
Tesco's Facebook engagement rate is just 0.98 per cent - seven times smaller than rivals Aldi and Asda, which now top the supermarket social media league, according to BirdSong, a social media intelligence platform for brands.
Despite having the most Facebook fans (1.4m), Tesco is second only to the Co-op for engagement (0.62 per cent engagement).
"These results show Tesco has much work to do if it is to win back customers using online channels, which are increasingly important ways to connect with consumers," stated BirdSong founder Jamie Riddell.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
"Tesco actually has more Facebook fans than any other UK supermarket, but it is squandering its opportunity - the group has proportionally fewer fans talking about it than any brand besides Co-op. Asda has a similar number of Facebook fans, but manages to engage far more of them."
Ranking the pages by pure engagement, it can be seen that Aldi has the most engaging page, currently achieving seven per cent engagement rate, while Asda has a 6.8 per cent engagement rate.
The average engagement rate across all the supermarkets is currently 2.85 per cent.
UPDATED: A Tesco spokesperson said: “We talk with our customers on social media about what matters most to them, rather than advertising products or services, and this strategy helps us drive richer engagement.”