Posting in Technology
Is it important for businesses to maintain a strong social brand - and who comes in at the top?
Branding is no longer simply about a strong logo, marketing in physical space and maintaining a presence in the 'real world'. Instead, maintaining a social brand in the digital arena can help strengthen a brand's performance and resultant awareness across both spaces -- increasingly an important concept in competitive industries.
The infographic below, provided by Sociagility, visualizes the PRINT index and Sociagility Top 50 report ranks -- according to popularity, receptiveness, interactive, network and trust across multiple platforms. Brands were tracked across Facebook, Twitter, YouTube and the Internet in general.
Unsurprisingly, technology and media giants Google, Disney and Apple claimed the top spots in brand reach and popularity. However, in terms of customer support and receptiveness, other companies (such as those who focused on physical goods) generally performed better.
Company valuations were also examined in relation to the rating of a social brand -- consequentially, a positive correlation was discovered between both with a 95 - 99 percent degree of confidence. The most valuable brand leader also enjoys the highest valuation.
The top slot belongs to Google, with Disney coming in a close second for strong performance across all tiers.
For more information, view the infographic below:
Infographic provided by: Sociagility
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Survey's are inherently only as good as their methodology and the degree to which they are designed to rely on at least some hard data. Survey's that are based on subjective "popularity, receptiveness, interactive, network and trust across multiple platforms" are about as close to meaningless as you can possibly get. Not correlating the subjective opinions with hard data such as actual sales figures and net profits of the companies and or the specific product references would seem at least a major missed opportunity - if not general incompetence of the surveyors. Without quantitative correlation of business performance numbers/ financial success of the respective companies to the subjective "social branding" opinion surveys - makes this "social branding concept" just so much unsupported opinion.