The social media sphere is an increasingly noisy place, especially for brands. But hiding somewhere in the static, some companies are sending strong signals that reaches their customers in innovative ways. The Dachis Group has recently begun a real-time ranking of which companies have the most effective social strategies with their Social Business Index. Each Friday we're taking a tally of who's getting heard, what they're saying and why it matters.
Facebook continues to fend off Google for the top spot, but this week sees an impressive surge from Coca-Cola which has risen to number three. Other companies like Starbucks, Twitter and Dr. Pepper that have been steadily gaining steam continue to perform, but Thomson Reuters saw the biggest boost, with an 18-rank jump. But it's bad news across the board for fashion companies. The Dachis Group tells us it's "no surprise" with the buzz from fall fashion weeks dwindling, but their retreat is only making room for more new companies in the top twenty, like BlackBerry manufacturer Research in Motion.
Breaking into the top three for the first time, Coke is killing it in social media. A month ago, we flagged an interesting viral campaign they launched on several platforms that sent fans on a goose chase to try and figure out the secret formula, and they've continued to push the boundaries. With nearly 35 million Facebook fans and nearly 400,000 Twitter followers, their massive following provides a huge advantage, but the company continues to tweak its strategy to keep the conversation active. "Coca-Cola does a great job of making their fans a top priority, and exhibits strong branding that extends across all their social properties, making it easy for fans to participate with the brand on whichever platform they choose," Dachis Group analyst Allison Squires told us. "Recently, there has been a significant uptick in smaller, regional engagement oriented campaigns." And of course, polar bear season is just around the corner.