Comparing Tesco, Asda, Sainsburys, and Morrisons on Twitter: who wins?

 

Below is a comparison using very powerful analysis tool NodeXL which takes a look at and compares the Twitter networks of Tesco, Asda, Sainsburys, and Morrisons.

Twitter is a social media platform, and also a news monitoring platform, it allows you to monitor not only your own performance, but also your competitors.

NodeXL network graphs cluster all mentions of your organisation into a number of different groups, and by doing so patterns emerge in the form of different groups. Associated with the patterns are metrics such as:

  • Top URLS
  • Top KEYWORDS
  • Top HASHTAGS
  • SENTIMENT
  • TOP WORDS
  • TOP CO-WORDS
  • TOP INFLUENCERS 

The figure below provides a 4 way comparison between the different supermarket chains, and instantly we can note some similarities and differences:

  • Each supermarket chain has a large broadcast network where users are retweeting and engaging with tweets and/or Twitter account of a supermarket
  •  All Twitter accounts have an isolates group and some are larger than others, for instance, it appears Asda have the largest group of isolates
  • A low graph density (number of users connected to each other) may be describable and  Morrisons has the lowest followed by Tesco, Sainsburys, and Asda
  • Sainsburys has the most users, and URLs NOT connected to its brand tweeting about the supermarket, for instance it has mentions from the Guardian
  • Tesco and Morrisons have a fair level of internal and external mentions
  • Asda has the most users and URLs from within the brand tweeting and sharing information related to the supermarket
  • The hashtag VEGAN appears in Tesco and Sainsburys network graphs
  • Tesco has the largest user-base on Twitter with a total of 17,621 unique users over the last week or so, followed by: Sainsburys (15,087), Asda (11,117), and Morrisons (1658)

4 way comparison =

Comparision.png

Using the metrics above we can rank the supermarkets in the following order:

  1. TESCO

  2. Sainsburys

  3. Asda

  4. Morrisons

 

Now lets take a closer look at each of the network graphs:

1. Tesco

TESCO.png

 

READ OUR FULL REPORT ON TESCO HERE

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further. 

In Tesco’s graph one of the most frequently occurring URLS is that of the news that Tesco has been voted as the most improved supermarket in the UK. The top hashtags are that of tesco, deal, and everylittle helps among others. 

Top Hashtags in Tweet in Entire Graph:
[239] tesco
[56] deal
[47] everylittlehelps
[45] essothursdays
[40] waspi
[36] vegan
[35] blackfriday
[30] cheapgames
[24] poorservice
[18] happytohelp

Top Words in Tweet in Entire Graph:

[12682] tesco
[5017] back
[4842] 10
[4834] card
[4831] aavaiz

Top URLs in Tweet in Entire Graph:

[6682] http://www.jklj.asia
[487] http://directlink.jp/tracking/af/1442580/93NGPKX7-JTt17LSM/
[133] http://du3a.org
[59] http://www.jagran.com/punjab/tarantaran-sadas-asda-15417426.html
[54] https://www.amazon.co.uk/Year-Being-Single-Fiona-Collins/dp/0008211469/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=
[51] https://www.g2a.com/r/cheapfm2015equityxd
[50] https://twitter.com/kylndaclouds/status/790655392615399428
[26] https://www.retailgazette.co.uk/blog/2017/01/asda-co-op-the-only-retailers-listed-on-top-lgbt-inclusive-list
[24] http://asda-grocery.custhelp.com/app/answers/detail_grow/a_id/1738
[21] http://www.talkandroid.com/307114-sponsored-asda-mobile-sim-only-deals-holiday-2016/

 

2. Sainsburys

SAINSBURYS.png

READ OUR FULL REPORT ON SAINSBURYS HERE

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further. 

An article to appear among the most frequently occurring URLs within the network graph was that of an article published by the Guardian titled Campaigners call on EU to halve food waste by 2030. The most frequently occuring hashtags consisted of fooddancing, newyearsresolution and vegan among others. 

Top Hashtags in Tweet in Entire Graph:
[1739] fooddancing
[412] newyearsresolution
[331] sainsburys
[327] win
[137] vegan
[137] foodwaste
[109] dryjanuary
[108] wastelesssavemore
[89] courgettecrisis
[79] tuesnews

Top Words in Tweet in Entire Graph:

[11323] sainsburys
[3115] yummm
[1968] sainsbury’s
[1950] out
[1751] fooddancing

Top URLs in Tweet in Entire Graph:
[426] https://twitter.com/sainsburys/status/821507407146663936
[293] https://www.theguardian.com/environment/2017/jan/18/eu-proposals-halve-food-waste-europe-2030-uk-supermarkets-tesco-sainsburys
[186] https://twitter.com/login?redirect_after_login=%2Fmessages%2Fcompose%3Frecipient_id%3D80685646
[180] https://www.youtube.com/watch?v=bUphaBWcCrw
[167] https://www.theguardian.com/environment/2017/jan/18/eu-proposals-halve-food-waste-europe-2030-uk-supermarkets-tesco-sainsburys?CMP=share_btn_tw
[104] https://www.theguardian.com/lifeandstyle/2017/jan/22/all-change-supermarket-aisles-more-veg-sainsburys-cut-meat-consumption?CMP=share_btn_tw
[104] https://wastelesssavemore.sainsburys.co.uk/saving-tips/10-mocktails-you-can-make-right-now?adb_src=2-b56-c3_21.01.2017
[87] http://www.express.co.uk/life-style/science-technology/754302/Sainsburys-250-gift-voucher-beware-WhatsApp-scam
[80] https://www.theguardian.com/environment/2017/jan/18/eu-proposals-halve-food-waste-europe-2030-uk-supermarkets-tesco-sainsburys?CMP=twt_gu
[72] https://www.eveningtelegraph.co.uk/fp/ex-cop-slams-officers-dundee-sainsburys-armed/

3. Asda

ASDA.png

READ OUR FULL REPORT ON ASDA HERE

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further. 

A URL to appear among the most frequently occurring list for Asda’s network graph is that of the news that Asda and Co-op were the only retailers to be listed on top LGBT-inclusive list. The most frequently occurring hashtags consist of deal, gggthefil, and black friday among others.

Top Hashtags in Tweet in Entire Graph:

[109] deal
[108] gggthefilm
[84] furniture
[57] blackfriday
[49] productoftheyear
[44] cheapgames
[41] goodliving
[41] ophercules
[37] fridayfeeling

Top Words in Tweet in Entire Graph:

[9449] asda
[3209] gt
[3125] lt
[741] tesco
[637] 速報

Top URLs in Tweet in Entire Graph:
[6682] http://www.jklj.asia
[487] http://directlink.jp/tracking/af/1442580/93NGPKX7-JTt17LSM/
[133] http://du3a.org
[59] http://www.jagran.com/punjab/tarantaran-sadas-asda-15417426.html
[54] https://www.amazon.co.uk/Year-Being-Single-Fiona-Collins/dp/0008211469/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=
[51] https://www.g2a.com/r/cheapfm2015equityxd
[50] https://twitter.com/kylndaclouds/status/790655392615399428
[26] https://www.retailgazette.co.uk/blog/2017/01/asda-co-op-the-only-retailers-listed-on-top-lgbt-inclusive-list
[24] http://asda-grocery.custhelp.com/app/answers/detail_grow/a_id/1738
[21] http://www.talkandroid.com/307114-sponsored-asda-mobile-sim-only-deals-holiday-2016/

4. Morrisons 

MORRISONS.png

READ OUR FULL REPORT ON MORRISONS HERE

In addition the the network visualization above, a number of metrics are also produced alongside the graph. These metrics are produced OVERALL, and by GROUP-LEVEL.

There are many, many metrics produced, and although we provide a sample of these below we recommend that you click the link above and explore the network graph and metrics further. 

A URL that appeared within the graphs most frequently occurring list is that of an article titled: The very strange reason that drivers keep pulling over for Morrisons delivery vans, which notes how emergency workers are mistaking Morrison vans for ambulances. The most frequently occurring hashtags  are that of fintech, morrisons, and uk among others. 

Top Hashtags in Tweet in Entire Graph:
[45] fintech
[27] morrisons
[26] uk
[24] auspol
[18] voteclicsargent
[14] london
[14] eu
[14] scomo
[14] deal
[13] bitcoin

Top Words in Tweet in Entire Graph:

[1078] morrisons
[278] delivery
[240] van
[239] morrisons’
[235] ambulance

Top URLs in Tweet in Entire Graph:

[27] http://www.afr.com/news/politics/scott-morrisons-uk-fintech-mission-20170122-gtw7fz
[20] http://www.manchestereveningnews.co.uk/news/greater-manchester-news/very-strange-reason-drivers-keep-12490731
[16] https://www.thesun.co.uk/news/2670823/paramedic-accidentally-mistakes-a-morrisons-delivery-van-ambulance/
[15] http://www.laweekly.com/music/searching-for-jim-morrisons-ghost-in-gentrified-venice-7830641
[12] http://www.afr.com/news/politics/scott-morrisons-uk-fintech-mission-20170122-gtw7fz?utm_content=buffer0f36f&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer
[11] http://www.theladbible.com/more/uk-morrisons-vans-so-much-like-ambulances-even-paramedics-get-confused-20170122
[10] http://www.thepoke.co.uk/2017/01/17/dough-morrisons-plays-ball-cock-ring-donut-customer-complaint/
[8] http://www.dailytelegraph.com.au/remote/check_cookie.html?url=http%3a%2f%2fwww.dailytelegraph.com.au%2fnews%2fnational%2fscott-morrisons-trade-deal-plan-for-brexit%2fnews-story%2f8341d7f6722a32ab404ff8039ff4fad3
[7] https://twitter.com/MikkiL/status/823217653296807936
[6] https://www.g2a.com/r/cheapfm2015equityxd

FULL REPORTS:

READ OUR FULL REPORT ON TESCO HERE

READ OUR FULL REPORT ON SAINSBURYS HERE

READ OUR FULL REPORT ON ASDA HERE

READ OUR FULL REPORT ON MORRISONS HERE

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