Facebook has increased its user base from 58 million to 1 billion over the past five years. Twitter has exploded from 1 million registered users to more than 500 million over the same time. Other social media sites like LinkedIn and Google+ have also attracted large followings. The proliferation of social media has every company reconsidering marketing strategies and how they sell their products or services.
With that in mind, global consulting firm Vivaldi Partners has published a new study measuring the impact of “social currency” and which brands are using social media effectively to target consumers. Vivaldi defines social currency as: “The degree to which customers share a brand or information about a brand with others.”
The complete top ten in the Vivaldi study is below. Click here for the full study.
1. Subway (Social currency score: 712)
Subway not only benefits from a large Facebook and Twitter audience but it also gets very high engagement scores. Subway fans and followers are very active.
2. Google (709)
Google’s success follows from its large branded ecosystem of products that consumers access in their daily lives.
3. Target (688)
Target succeeds because it attracts consumers using a 360° presence through numerous channels and in different functions to create buzz and awareness.
4. Heineken (665)
Heineken continuously creates high visibility for its brand through social media. Its users engage with its viral campaigns and innovative concepts. 5. (tie) Verizon (661)
Verizon ranks high because of its presence in classic social media channels like Facebook and Twitter. Presence includes running customer support and engaging with customers’ social behaviors.
5. (tie) Dunkin’ Donuts (661)
Dunkin’ Donuts invested heavily in social media support with dozens of people engaging with customers and tracking responsiveness via social analytics and monitoring tools.
7. Home Depot (652)
Home Depot tries to get customers to think about home improvements, materials and renovating ideas. This happens successfully through Facebook quizzes or innovative design ideas on Pinterest that draw customers back into store. Competitor Lowe’s finished No. 12.
8. Amazon (649)
Amazon has high social features implemented on its site that enhance the shopping experience, resulting in very high affiliation scores that drives repeat purchases
9. Microsoft (647)
Microsoft has integrated itself across social platforms with its push in the mobile operating system market.
10. Wal-Mart (646)
Wal-Mart’s engagement with its customers focuses on a social media strategy, which aims at building local communities to deliver shoppers more personal and targeted deals, as well as information about its stores.Read More