So how is your brand performing on social media?
Top 50 report assesses social media performance of world’s most valuable brands
Google has been rated the overall clear leader in a new ranking of global brands with the highest social media value.
The rankings from social media consultancy Sociagility put Disney, Apple, Starbucks, Blackberry and Coca-Cola as runners-up behind Google.
The bottom five social performers from the 50 companies ranked are: Marlboro, Berkshire Hathaway, JP Morgan Chase, Goldman Sachs and China Mobile. Other ‘laggards’ include Gillette, IBM and Visa.
Sociagility said it applied its own ‘PRINT’ social media performance measurement methodology to the top valued brands of 2011, in addition to using studies by Millward Brown and Interbrand to create the new ‘social brand value’ ranking.
It measured five attributes of social media performance (popularity, receptiveness, interaction, network reach and trust) across multiple social channels such as Twitter, Facebook and YouTube.
Key findings include:
• Google tops the Sociagility Top 50 and is the best performing ‘social brand ‘ by far on the new ranking, although it has yet to fully embrace using Facebook and scores poorly on the receptiveness attribute
• Disney and Starbucks both score well overall and Disney has the highest trust score. Johnson & Johnson has the highest receptiveness score
• Apple, Blackberry, Google and Microsoft all have below average receptiveness scores with above average popularity scores, risking ‘a perception of arrogance’
• Telecoms and financial services brands are the worst performing on average
Top 50 Rankings
The Top 50 social brands out of the world’s most valuable companies, with their comparative social media strength based on Sociagility’s rankings are:
Sociagility says that, as audience communication preferences migrate to social media, their importance in creating the ‘intangible value’ assigned to brands is already being felt and can only increase.
“The highly personal way that people engage with each other via social media has redefined their expectations of how brands should engage with them – and vice versa,” said Sociagility co-founder Anthony Burgess-Webb. “The indications from this report are that an organization’s use of social media can have a real impact on brand value.”