Are supermarket chains active users of social media? There are two important answers to this question: (1) Overall, much more than many observers probably think. (2) There is a wide disparity of use by company and by social media platform.

The eMarketer chart shown below highlights social media involvement for 20 supermarket chains. [Click the image for a larger version of the table.] Whole Foods dominates across platforms!
 

 
Here are the leading firms and the 2oth-ranked firms by social media platform engagement:

• Twitter followers — Whole Foods; Tops
• Facebook likes — Whole Foods; Stater Bros.
• YouTube subscribers — Whole Foods; data not available for all 
• YouTube views — Whole Foods;  data not available for all 
• Pinterest followers — Whole Foods;  data not available for all 
• Instagram followers — Whole Foods;  data not available for all 
• Google+ followers — Whole Foods;  data not available for all 
• LinkedIn followers — Whole Foods;  data not available for all 
• Visits to Web site — Kroger; Fairway