Social media consultancy Sociagility has measured the social brand value of 50 of the world’s leading brands, creating a revised top 50 ranking according to their social media performance.
The agency’s PRINT™ measurement system compares brands on five key dimensions or ‘attributes’ of social media performance – popularity, receptiveness, interaction, network reach and trust – across multiple platforms.
Google was ranked overall clear leader with 585 points on the PRINT Index™ scale, compared to the mean of 100 across the full group. Disney, Apple, Starbucks, Blackberry and Coca-Cola were runners-up. The bottom five social performers from the top 50 most valuable brands were Marlboro, Berkshire Hathaway, JP Morgan Chase, Goldman Sachs and China Mobile.
Sociagility also found a significant positive correlation between social media performance and brand value and growth with a 95-99% degree of confidence.
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 PRINT 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
“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, adding, “The indications from this report are that an organization’s use of social media can have a real impact on brand value.”
To download the full report, please see Sociagility’s website: http://www.sociagility.com/top50/
[img|jpg|Sociagility’s research: The five dimensions of social brand value]