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News Release from: immediate future | Subject: Brands in Social Media report
Edited by the Marketingservicestalk Editorial
Team on 25 June 2008
Tech, cars and entertainment top social
media chat
Immediate future has released its Brands in Social Media report, which examines the conversations around top 100 brands in blogs, forums and social networks.
The report, now in its second year, shows consumer conversations, reviews, comments and mentions, and reveals how the presence of the biggest global brands is increasing across social media, including social networks such as Facebook, Myspace and Bebo The top three most talked about brands online are Google, Yahoo! and Apple, closely followed by entertainment companies such as MTV and Disney
This article was originally published on Marketingservicestalk on 29 Jun 2007 at 8.00am (UK)
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The 'Brands in Social Media' report offers insight into conversations and brand mentions about global brands in social media such as blogs, forums and networks like Facebook and Bebo.
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The research examines both the popularity and sentiment of the Interbrand's Top 100 (2007) to discover the most talked about brands online, alongside positive and negative attitude towards a brand in social networking groups.
Katy Howell, managing director of public relations specialist immediate future, highlights the biggest changes since the last report: "It is clear from our research that conversations and brand mentions, across all industry sectors, are increasing year on year.
"The number of media channels now available in social media is expanding too, with emerging platforms such as Twitter providing a new focus for brand conversations.
"Brand perceptions and reputations are being formed, changed, damaged and applauded across social media.
"Our snapshot of the brand share of voice is a first step in identifying the opportunities for brand engagement as well as the potential crisis issues".
Not all brands are discussed equally across the differing social media channels.
MTV does well in YouTube and photography brands such as Canon excel in Flickr.
Starbucks claims lots of brand mentions in sites like Twitter, where it is often cited as a spontaneous meeting place.
Understanding that brand mentions alone cannot provide a full picture of a brand's share of voice, immediate future scrutinised the branded groups generated by consumers in popular social networks.
The resultant snapshot shows a largely positive sentiment for brands like Starbucks, Disney and Nike.
The automotive sector holds one of the strongest positions, with Honda, Porsche, Ford, Mercedes and Toyota all showing high brand favourability and, crucially, low negative reaction.
Some brands don't fare so well and in particular Microsoft, EBay and McDonald's garner a greater amount of criticism.
Howell concluded: "'Brands in Social Media' provides the starting point for understanding how consumers and customers regard a brand.
"Using this information, as well as observing who is leading these conversations and how they are linked, it is possible to identify which types of social media a brand must monitor and engage with to enhance and increase advocacy and recommendation".
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