The social media sphere is an increasingly noisy place, especially for brands. But hiding somewhere in the static are strong signals from companies reaching their customers in innovative ways. The Social Business Index from the Dachis Group provides a (free) real-time ranking of more than 30,000 global brands based on their social performance. Every week we're taking a tally of who's getting heard, what they're saying, and why it matters.
Guys, guys, Disney dropped. What's going on? Even with the Lucasfilm acquisition? No one is safe anymore. Kraft got a nice boost, but Procter & Gamble took a drop after enjoying a nice boost from the Olympics. Here's what happened outside the top 20.
Burberry has kind of been setting the bar in fashion's social media circle. We spotlighted them in September, and here they are again with another jump thanks to their savvy strategy. "A good portion of the brand’s 14 million Facebook fans flocked to photos offering sneak peeks of the campaign which included two British celebrities: Gabriella Wilde and Roo Panes." the Dachis Group's Lizzie Steen told us. It's okay if you have no idea who Panes/Wilde are stateside—just know that Brits and fashion people really, really like them. "While the photo of the actress and songwriter generated 28 thousand likes, as well as retweets and 'favorites' on Twitter, posts of the company’s 2012 Accessories Collection drove the most social response," Steen added. Just how much more social response? "More than 176 thousand likes and 1,648 comments across only four images," according to Steen.
"American Express grabbed the No. 100 spot in the Social Business Index this week, rising eight spots due to the excitement of their Small Business Saturday campaign," said Dachis's Kelly Kriegshauser. SBS is actually the Saturday in between Black Friday and Cyber Monday where you're supposed to spend money to support small businesses and buy your holiday things from them. It basically ensures that won't you have any money for the rest of the week. "With more than three million likes, the campaign’s 'Shop Small' Facebook app has gotten great response from the brand’s social audience," says Krieghauser—which is really good news for (small) business.
Holidays mean a lot of things, like merriment and joy and family and all the booze you need to get you through all of that. Pernod is the company which owns Seagrams, Chivas Regal, and Jameson. As Krieghauser mentions, they dropped two spots this week, but they had a big rise earlier. "Much of the social activity was driven by Absolut," says Krieghauser, who adds "one post did particularly well -an image of their new line of Absolut Unique vodka posted on Halloween ... the post drove more than 7,000 Likes and 1,200 Shares, extending the reach of the image and message." And it's something that every business, alcohol-linked or not, can learn from. "With Facebook continuing to give more importance and real-estate to image-based content, it’s crucial that brands make use of this opportunity to get in front of more consumers in a more impactful way," says Krieghauser.
Methodology: A project of the Dachis Group, a social business professional services group, the Social Business Index analyzes the conversations on social platforms such as Twitter, Facebook, YouTube, and others. The index, which currently covers approximately 25,0000 companies and 27,000 brands, detects behaviors and activities exhibited by these companies and analyzes their execution and effectiveness at driving outcomes such as brand awareness, brand love, mind share, and advocacy. The Atlantic Wire takes a snapshot of the rankings at the end of the day on Sundays.