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The Hottest Brands on Twitter in 2012

by Lenna Garibian  |  
January 10, 2013

From smartphone makers embroiled in copyright battles to stores offering Black-Friday bargains, from investment banks at the center of public scandals to popular Super-Bowl commercials, some brands generated more Twitter buzz than others in 2012—for good and bad reasons—according to data from Topsy.

The new study ranks the share of voice on Twitter for top brands across 12 industries: media and entertainment; finance; retail; telecom; quick-service restaurants; health; auto; nonprofits; alcohol; travel; tech; and consumer goods. The report also shows spikes in Twitter activity during the year for each of the brands.  

For the ranking, Topsy calculated a "sentiment score" by analyzing roughly 200 million English-language tweets for each day of 2012, computing minute-by-minute sentiment for every term in every tweet, and creating an index for all terms (ranging from 0 (negative) to 100 (positive), with 50 as neutral.

Below, the top brands across various industries.

Media and entertainment

Disney was the top brand in media and entertainment industry in 2012, registering a sentiment score of 82.9. The Discovery Channel ranked second with 75.7, followed by HBO with 75.4. MTV was No. 4 (75.3), driven in part by chatter about the MTV video music awards in September:


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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