Biggest Brands Dominate Social Impressions

Led by uber brands like Coke, Apple and Google, beverage, technology and restaurant brands are dominating social media conversations, according to a new monthly report tracking the social media “conversations” related to the top 100 consumer brands. The report, a collaboration of media industry economic tracker and forecaster PQ Media and social media audience measurement firm uberVU, found that Coke was the No. 1 brand in social media impressions by a margin of two-to-one over the next-most-mentioned brand, Apple, during the month of July, the first for which data is being reported.

The report also shows that the top few brands also account for a disproportionate share of total brand mentions in social media. With 1.48 billion impressions, Coke, for example, accounted for nearly 14% of the 10.6 billion impressions generated by the top 100 brands.

The report doesn’t yet provide any context for things like seasonality, year-over-year trending, or how the social media brand impressions compare with things like “paid” or “owned” brand impressions generated by brands, but it does provide an interesting insight about the geographic composition of social media as it relates to brands: its global nature.

While the U.S. remains the world’s largest advertising marketplace, accounting for nearly half of worldwide ad spending, it only generated 44% of the social media brand impressions in July, according to the report. And for leading brands like Coke and Apple, the social media effect is even more pronounced overseas. Coke generated 87% of its social media impressions, and Apple got 72% of its impressions, outside the U.S.

Source: PQ Media, uberVU