A study was undertaken by social media consultancy Sociagility that ranked the social media performance of the world’s top 50 most valuable brands. The report showed that a brand’s value in the real world is intimately tied to the performance in the cyberspace and vice versa. Google ranked number one in the study and were clear leaders with Disney, Apple, Starbucks and Blackberry following in the ranking table. The ‘social brand value’ ranking that it calls PRINT Index and the Sociagilty Top 50 Report ranks brands according to five attributes of social media performance and them being popularity, receptiveness, interaction, network reach, and trust on social media sites like Facebook, Youtube and Twitter.
The chart below also compares the top companies’ valuations (in U.S. dollars) to their social media performance scores. Although it looks uneven on the chart analysts said that there is a positive correlation between the the top companies’ valuations (in U.S. dollars) to their social media performance scores. The most valuable company on the list also had the highest social media performance score.
Google lead the table with a huge score gap between Disney the second ranked team as the best performing social brand from the top 50 companies although the report found that Google has not yet embraced Facebook and ratings were poor on the PRINT receptiveness performance measure. Disney and Starbucks had the best over all score with Disney attaining the highest trust score.
Sociagility says that as audience communication choice changes to the social sphere, their importance in creating the ‘intangible value’ assigned to brands is already being felt and this 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 Anthony Burgess-Webb, co-founder of Sociagility. “The indications from this report are that an organization’s use of social media can have a real impact on brand value.”
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