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, Walt Disney and News Corp. are untouchable in the top slots of the Social Business Index this week. Meanwhile, WWE continued its climb and now sits comfortably in the top 20, as Kraft jump three spots to revisit the top 20. Movement was otherwise calm further down the list until you pass No. 100, where some big movers appeared. The companies that stood out for us all relied upon transitions -- some of them good, some bad -- to get their fans talking. Whether it's the next chapter of a movie series or the next seasonal clothing line, people love to talk about what's new.
Dreamworks Animation lept up the ranks 32 spots this week to No. 153 by taking advantage of enthusiasm about upcoming sequels, including those that don't exist yet. Madagascar 3 was the big engagement driver this week. By posting images of characters from the upcoming movie as well as moments from the previous titles, DreamWorks raked in Facebook likes and shares. One asking fans to remember moments from Madagascar and Madagascar 2 won nearly 1,300 likes. It was a tease for a update in the Kung Fu Panda series that really made the brand peak. One simply featuring the character Master Shifu earned over 9,000 likes, 500 shares and 500 comments. This all lead to DreamWorks seeing a 16 percent boost on Facebook's "People Talking About This" metric.
In a sobering way, Wenner Media rose 24 spots to No. 117 in the Social Business Index this week by paying tribute to the late Adam Yauch. The Beastie Boys veterans death gave Wenner's Rolling Stone the chance to engage with his fans, and the return was more than positive. "Each of Rolling Stone’s 16 tweets on Adam Yauch between the day he died (May 4) and May 6th received at least 50 re-tweets," explains Dachis analyst Cameron Marshad. "On Rolling Stone’s Facebook page, Adam Yauch-related posts garnered similar engagement, with more than 3,000 shares across eight posts from the magazine’s 467,000 fans." Even though the conversation about Yauch's death is a sad one, fans tend to stick around and look at what else is going on at Rolling Stone's various channels.
Forever 21 is creeping towards the top 100 having boosted itself 22 spots in the ranks this week landing at No. 136. Believe it or not, it was all about the weather for the fast-fashion retailer. Rather than simply adding updates to Facebook, Forever 21 takes it a step further and provides its fans with useful content like fashion tips and notices about sales. "Whether it’s colored denim or colored hair chalk, fashion followers have a lot to dive into on Forever 21’s Facebook page," says Dachis's Lauren Picarello. One post featuring colored dresses earned 10,000 likes and over 300 comments, in part thanks to the brands expanding global presence. Picarello added, "We expect to see Forever 21 continue gaining traction in the summer months across social platforms as the engaging content stream continues its shift from colored denim to colored bikinis."
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.
This article is from the archive of our partner The Wire.
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