Social Media Usage Drives Brand Leadership
Brands with positive scores across multiple social media dimensions have the greatest potential for market leadership and influence over customer experiences, according to Blueocean Market Intelligence.
The research and analytics company’s “Social Media Effectiveness Index” measures business impact and identifies top performers. The global study assesses the social media effectiveness of Fortune 100 companies.
Companies in the top ten are: Honeywell International, American International Group, Metlife, Aetna, Chevron, Express Scripts Holding, Ingram Micro, General Electric, Oracle and Nationwide.
The study measured social media effectiveness by tracking each brand’s share of voice, customer engagement rate, customer touch rate, number of brand influencers and advocates, and net sentiment.
It captured conversations on social networks and online communities worldwide, and demonstrated how companies can provide a higher level of customer engagement on digital channels by focusing on metrics that typically have the greatest business impact, such as revenue and brand value.
In addition, it measured the interactions between businesses and customers in social media, including how Facebook and Twitter drive customer engagement and purchase behavior.
“The top performers have higher scores across a combination of relevant social media attributes and are best positioned to gain and retain customers and brand advocates in the social universe,” said Blueocean Senior Vice President Prashant Parida. “Businesses of all sizes can benefit from their experience and learn how to better harness social media technologies.”
To download the full report, including a detailed explanation of the ranking methodology, the complete SEI 100 and a compilation of top social media performers by industry, visit www.blueoceansei100.com.
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