LIVONIA, Mich. April 25, 2012 Market Strategies International
Theo Downes-Le Guin
Market Strategies specifically built this Index to address the effect of sponsored – not just "naturally occurring" – social media content and interactions. The underlying premise is that four elements drive a successful brand presence in social media:
- Net Sentiment:
- Positive Emotions:
- Sponsored Presence:
Five key takeaways emerged from the study that may be instructive for marketers who struggle with how to support their brands using social media:
- Diversity of social channels and tactics is critical to success.
- Every industry has a different "right" level of social.
- Reach without positive sentiment is a short-term win.
- Not all sponsored channels are equal.
- Measuring success requires mashing up data sources.
The competitive set of 146 brands for the Index is based on the top companies in the 2010 Fortune 500 and on Interbrand’s 100 Best Global Brands. By using these sources, the goal was to create a competitive set that was comprehensive but not overly weighted toward US-based and publicly traded brands. For analysis, Volume, Net Sentiment and Positive Emotions were collected and produced in NetBase, a leading social media analytics platform, based on 12 months of online activity in 2011. Full details on the methodology are included in the Index.
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