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 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.
The Top 20 seems to have settled down, aside from little boosts for Kraft and the NFL and little bumps for Vivendi and fellow tech company Electronic Arts. There's a definite sports presence in the top 10 with the NBA and Nike nabbing spots, while we're keeping our eye on NBC and Procter & Gamble to see if they get an Olympics boost in the coming weeks. Here's what happened outside of the Top 20:
With the NBA and NHL wrapping up their seasons, it's only natural that we've moved on to the next most popular sport: predicting where all the free agents will end up. Just kidding. Totally kidding! We're into baseball of course, which is why Major League Baseball jumped up seven spots. But the league can thank two of its teams for its social media surge: the Yankees and the Red Sox, the Dachis Group's Kate Rush Sheehy tells us. "The Yankees hosted their annual Old Timers game which recognizes former team greats. Yogi Berra and Whitey Ford were in attendance, dressed in Yankee pinstripes (born 100 years ago), and the photo of the two stars drove more than 29,000 likes and 3X the engagement of other posts," said Sheehy, adding "Another mover was the Red Sox Facebook page. When David Ortiz hit home run #399, Red Sox trumpeted the news to all their fans and there was an overwhelming number of shares of the image."
Chrysler, like other car companies in the past, is taking advantage of Facebook to boost its social media power. "A number of Chrysler brands contributed to the lift, but the biggest player by far was Jeep, with its 2.7 million fans," the Dachis Group's Brian Kotlyar told us. "The brand has initiated Mud Mondays and Mod Mondays to capture fan interest in these topics and also operates a weekly ‘photo of the week’ contest for all Facebook fans." Mud garnered some 24,574 likes and over 4,000 shares while Mod grabbed some 11,445 likes as well. GM are you listening?
The key to Konami's success this week? Up, Up, Down, Down ... okay, we're just kidding. But seriously, there's something appealing in avoiding the record temperatures and stifling humidity while in playing a round of Konami's popular video game, Pro Evolution Soccer, in the comfort of your air-conditioned living room (beer optional). Its Facebook page alone has over 6 million likes--a number that's bound to grow now that we're in the afterglow of Euro 2012 and are about to start the Olympics. "Pro Evolution Soccer's Facebook page lit up with pictures of virtual characters and a post about new features coming in 2013, driving hundreds of comments in an array of languages from the brands six million fans," Dachis' Allison Squires told us. Because the next best thing about playing video games, is obviously staying inside (avoiding heat stroke) and posting statuses about them.
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