The world’s top brands are also often the most social brands. Coincidence?
The top 100 Interbrand brands are also most likely to be active (and successful) in social media. Coca-Cola, No.1 on the list, just happens to also be one of the most social brands in digital. According to TrackSocial, Coca-Cola consistently performs well in social media with regards to fan growth, social buzz and spurring engagement. This proves that social media — which might not actually drive purchases of Coke in a direct-response sense — does help the brand with providing value to consumers. Every day, people discuss, debate and embrace Coca-Cola brands in 5,000 online conversations on average.
All but one of the brands that made Track Social’s top 10 list of the most engaging brands in social media are also on Interbrand’s list. Of course, there is cause for wonder if correlation isn’t really causation. Are they top brands because they’re social? Or are they social because they’re top brands? Either way, the message is that social media is being embraced by the best of the best, and other brands need to take notice.
Pampers, Facebook, Prada, Kia, Ralph Lauren and MasterCard are the newbies on this year’s list, and they’re all very social. Fan count and engagement (actions taken by consumers on their pages) are consistent.
It’s no surprise that the majority of the brands on the list are technology companies. Recent reports have found that tech companies are the largest spenders in social media.
The moral of the story: Social media is necessary for building brand equity, regardless of its lack of ROI.
Here’s the top 10 on the list:
Can Meta remain the ‘holy grail of paid advertising’ with challenges, challengers and Advantage+?
With more competitors and less solutions, advertisers sound off on Meta's social ad dominance.
Digiday+ Research Briefing: CMO Strategies — How marketers’ social platform budgets stack up
In this week's Digiday+ Research Briefing, we share focal points from Digiday's recently released reports on how marketers’ social platform budgets stack up, and how agencies are feeling less pessimistic about the death of the third-party cookie.
With TikTok star Keith Lee, Pepsi hopes to draw Gen Z to Black-owned restaurants
Pepsi is teaming up with TikTok food reviewer Keith Lee to promote the best Black-owned restaurants with a focus on Gen Z.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
‘A gold rush moment’: Apple’s Vision Pro revives marketers’ AR ambitions
It adds a whole new meaning to the term “second screen."
CMO Strategies: How marketers’ social platform budgets stack up — from Instagram to TikTok
Digiday+ Research has analyzed strategies and challenges across leading marketing channels to identify key trends and best practices in our CMO Strategies series. First up: social media usage and budgets.