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Top 50 Social Brands: eBay Beats Apple, Google

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eBay clinched the No. 1 spot among the top 50 ranking of social brands, for most effectively and consistently engaging customers via social media channels, according to Alterian's inaugural Social Media Reputation (SMR) Index. Apple was second on the list, followed by Google, BlackBerry, and Amazon.

The SMR Index gauges brands' social effectiveness using a scoring system consisting of two elements: reach (social noise around the brand) and satisfaction (popularity). Also factoring in the "recency" of social interactions, the index then ranks companies on a scale of 1 to 100.

With a score of 92.29, eBay's win over Apple (88.61) and Google (87.00) was likely the result of the auction site's long-standing use of customer forums (starting in the late 1990s), corporate blogging, Twitter, and Facebook, according to the report.

Among other social tools, eBay has adopted Facebook's Open Graph so customers can split the cost of a gift and pay for their share via Paypal. The company also takes a social approach to internal communications, featuring blogs, forums, and discussions boards on the company intranet.

Below, the Top 50 Social Reputation Index (SMR) Index, developed by Yomego.



Overall, the tech sector dominated the top 50 brands: BlackBerry took the No. 4 spot (85.25), followed by Amazon (83.58).

In the No. 6 spot was Gucci (83.55), the highest ranked non-tech company, followed by Ford Motor (81.67) and MTV (81.55). Other tech brands, Samsung (80.06) and Yahoo (79.18) rounded out the top 10.


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"This research shows that brands that rank the highest are those that engage with customers through the right channels, listen to what they are saying, and respond to them transparently and effectively," said David Eldridge, CEO of Alterian.

"Surprisingly, brand giant Coca-Cola, which is ranked in first position in the Interbrand Best Global Brands ranking system, has come in at 24th. Even though the company has implemented a number of social media tools to engage with customers, both consumers and businesses, it goes to show how important it is to engage with their audience in the right way."

About the index: Each brand was given a ranking based on its Social Media Reputation (SMR) score measuring the social media "noise" around a brand (how many people are talking about it) with its popularity (if mentions are positive or negative), and "recency" score, which provides a topical adjustment (i.e., a brand that is being talked about now has a higher recency score than one talked about in the previous six months).  Human analysis is applied to each score to ensure it is accurate (to take into account sentiment such as sarcasm or slang that could be wrongly interpreted by an automated system) and to analyze relative influence of various channels. Scores were tabulated using data up to January, 2011.


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  • by Pam Mon Feb 21, 2011 via web

    I find your interruption of the article with an ad annoying. As well as your frequent emails selling your content, in venues that were to be news and information.

  • by Lynn Tue Feb 22, 2011 via web

    I also agree. The interruption of your editorial with an ad somewhat diminishes the credibility of your story.

  • by Vahe Habeshian, MarketingProfs Tue Feb 22, 2011 via web

    Hello, Lynn. I'm curious: How does the ad diminish credibility? Yours is an interesting viewpoint, certainly, especially since this is a marketing site. Do ads in general diminish editorial credibility... say, on the New York Times website--or any other medium?

    Hi, Pam. Sorry you found the ad annoying. Was it not relevant? Was it too long? Any insight about why would be helpful.

    Thanks to you both for your input.

  • by Mikael Fri Feb 25, 2011 via web

    I think we should put all into the right perspective - When we are enjoying the new free economy which Social Media Marketing is part of. It is collaboration among people and sharing of information which is the strength of the media - so we all need bread and butter and here comes the add which will be flashed to you as a reader of the content which is provided for free - if it bother you then jump it but do not blame the content provider that they try to get payed for his effort - by a simple add which is even part of the content!

  • by Lynn Mon Feb 28, 2011 via web

    Mikael,

    I don't think anyone was trying to blame anyone for trying to get payed. We understand marketing pays the bills. The ad is not a part of the content or the editorial. It is paid advertising...even if it is for the website it is on...it is still an ad.

  • by Mikael Tue Mar 1, 2011 via web

    Lynn, I don´t get your point! If you do not like ads in an editorial content you need to subscribe to magazin or another payable media where you can expect not to be bothered with ad´s. In a charge free collaborated world this will happen and you can like it or just ignore it and reed the content :-)

  • by Mloyal Fri Sep 9, 2011 via web

    Giving the rank on the basis of "reach" and "popularity" is the reasonable. Both the elements definitely have the effect on social branding of the company. we at Mloyal, are in direct touch with various brands and knows how important is the social branding.

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