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.
Look at that Disney move! We're going to be interested to see what happens to Disney's ranking in the coming weeks and see if its Star Wars purchase will give the company a bump. Also moving up, is Unilever—the company behind Dove and Ben and Jerry's. Here are the week's big movers outside of the Top 20:
We realize that feelings are mixed regarding VEVO and some may not even know what VEVO is other than that music thing. Regardless of those feelings the music video website moved up five spots this week thanks to its constant stream of new content and new videos. " Last week’s big news was UK’s People’s Choice Award, which is powered by Vevo," the Dachis Group's Allison Squires told us. "On Facebook, VEVO’s multi-media posts drive viewers to vote for their favorite video, and to talk about #VEVOPeoplesChoice on Twitter to spread awareness." As Squires adds, Tapping into the millions-strong, socially-savvy fanbases of Justin Bieber, Carly Ray Jepsen and Nicki Minaj with simple posts doesn't hurt either.
It's impressive for a league in a lockout to actually move up the ranks—the logic being, how can people be talking and engaged about something that isn't even happening. But the NHL saw a boost in the rankings thanks to some big news from the New York Islanders. "The jump came after the New York Islanders (@NYIslanders) leveraged Twitter to announce that they would take out a 25-year lease at Brooklyn’s Barclays Center. " the Dachis Group's Joe Pinaire told us. "Going strong from 7 AM to 11 PM, the Islanders’ social team tweeted ~25 times to keep followers in tune with the day’s press conference and surrounding hype," he added. Included in the tweets were stuff like Instagrammed pictures with Mayor Bloomberg, and shots of the owners. Pinaire adds:
Kudos to the Islanders because they leveraged Twitter as a tool to provide followers with real-time reporting--one of the channel’s strong suits. This real-time reporting is well appreciated by followers, as it breaks from the conventional and deliberate ways brands leverage Twitter to engage followers. A big announcement like this is perfect for this approach and big brands would be wise to follow suit when their next big event promo comes around.
And if there are businesses out there reading this, we reporters appreciate the real-time reporting too.
Photoshop nerds unite. "While the brand continuously posts photoshopped images on Facebook, last week Adobe posted a ‘Thursday Throwback’ image of Alberto Seveso’s ESPN cover of Michaels Phelps in December 2008" Squires told us, adding that the image was one of the reasons Adobe moved up eight spots this week."Comments came in all different languages and discussed how amazing the image was, and how cool Photoshop is," she said. Currently the image has over 7,000 likes and close to 1,000 shares. "Adobe Photoshop has a passionate following of people who appreciate art, who voice their appreciation of well done pieces. The combination of a passionate fan base, talented artists and remarkable content proved to be a solid social equation," Squires told us.
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.