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.
National Amusements tops the Social Business Index for yet another week, but there's a lot of activity down the ranks. Zynga managed to squeeze by News Corp. to take the No. 3 spot as WWE and Coca Cola edged up to Nos. 7 and 8, respectively. In general, it seems like many of the top media companies are slipping as News Corp. Electronic Arts and NBC all slip in the ranks. We've found interesting stories further back as brands start to latch on to fair weather events and springtime fashion.
Fiat can thank its very sleek sister brand Ferrari for a 14 point rise up the ranks of the Social Business Index this week. It was widely hyped Spanish Grand Prix last Sunday that helped drive the engagement. Ferrari is extremely conscientious about updating fans several times a day about what's happening with the brand, including pictures of new and old models as well as information about drivers on the racing circuit. "When there is an upcoming event or a possible news story surrounding your brand that fans are going to be interested in, like the Grand Prix, it’s important to have a plan and find the right content that is going to zing your fans," said Kelly Kriegshauser at the Dachis Group. An album of race day photos featuring Team Ferrari driver Fernando Alonso (a.k.a. El Nano) won 13,000 likes and over 1,400 shares, and they followed up with a video with the team and other posts like promotion codes for the Ferrari store. Because if you can't afford a car, you might as well buy a t-shirt.