86% of opinions on the chain were positive, which is less than rival Wholefoods Market, which had a 97% positive rating. But Costco generated more than three times as many conversations on social media as Wholefoods, justifying its social media coronation.
Costco’s food was by far the most common reason to post a laudatory opinion about the chain on social media. But Costco also garnered much praise for its free samples, which generated a lot of free advertising for the supermarket on Twitter and Facebook.
Consumers love free stuff and give them enough of it and they’ll sing your praises on social media.
For more information on Costco’s performance on social media, see our new company focus report, Public Opinion on Costco and Supermarkets on Social Media.