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News Release from: immediate future | Subject: Brands in Social Media report
Edited by the Marketingservicestalk Editorial
Team on 29 June 2007
Tech names dominate online social media
Google, Yahoo!, Apple and Microsoft are the most talked about brands in blogs, social networks and online photo and video sharing sites, according to a new report, Brands in Social Media.
Disney, Nintendo and Google are the most positively discussed brands on social networks The 'Brands in Social Media' report, published by online PR specialist immediate future, examines how companies from the Interbrand Top 100 Global Brands (2006) report are performing in social media
This article was originally published on Marketingservicestalk on 5 Sep 2007 at 8.00am (UK)
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The research also monitors positive and negative comments in groups on social network sites such as Facebook, Flickr and MySpace to reveal who receives the most positive chatter.
While the technology industry dominates the top ten brand mentions, FMCG and Automotive industries also gain a large share of the conversation.
BMW, Toyota and Honda inspire a number of appreciation groups in social networks.
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In fact, all industry sectors have their promoters and detractors online and immediate future found that every top 100 brand was being discussed.
Brands in Social Media Top Ten: 1 Google, 2 Yahoo!, 3 Apple, 4 Microsoft, 5 Canon, 6 Sony, 7 Dell, 8 eBay, 9 Disney, 10 Ford.
Interbrand Top Ten (2006): 1 Coca- Cola, 2 Microsoft, 3 IBM, 4 GE, 5 Intel, 6 Nokia, 7 Toyota, 8 Disney, 9 McDonald's, 10 Mercedes.
Of all those with the highest number of conversations and mentions, only 36% ranked in the top 25 Interbrand results.
This illustrates a noticeable disparity between the 'brand value' rankings and the perception of brands by consumers.
Katy Howell, managing director of immediate future, explained: "Social media and consumer participation are growing at lightening speed - conversations about brands are unfiltered, unchecked and outside the control of marketers.
"Brands are being discussed, applauded and criticised across the web".
"It is time for companies to pay attention to the online conversations and look at strategies to get involved with their audiences".
Social media are frequently driving news agendas, affecting search engine rankings and impacting purchase decisions.
Audiences are instinctively turning to the web for information and ultimately a brand's online reputation will impact brand value.
The immediate future report highlights the necessity for companies to monitor brand conversations.
Listening to consumer opinion, identifying the influencers and learning to participate, collaborate and share in the social media conversation are now essential requirements for a successful brand.
Howell added: "It is clear from our research that a brand's economic success offline does not necessarily translate to a strong, positive share of voice online; reputations are increasingly being made and destroyed on the web.
"With the next Interbrand report due shortly, it will be important to evaluate how the rise of social media affects brand value and rankings".
The 'Brands in Social Media' report by immediate future is a snapshot of conversations in April 2007.
Whilst not examining influence of individual conversations, it enables companies to understand the volume of brand interest and opinion.
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