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 and Walt Disney held on to the top spots on this week's Social Business Index, and the rest of the top 20 held steady. However, there were a couple of big moves in Starbucks and WWE, which moved up three and four ranks respectively. Surprisingly, Facebook dropped four ranks ahead of its much anticipated IPO. As for the top stories, it was all about food this week, with General Mills and YUM! Brands jumping seven spots. We've learned time and time again that people love to engage with pictures of delicious things, and this week was no exception.
General Mills shot up in the rankings with help from their family-friendly Pillsbury and Betty Crocker brands. It's a pretty simple formula, says Dachis analyst Allison Squires. "These two food brands have extremely visual social presences, which are consistently updated to keep fans engaged," Squires explained. "Each photo is mouthwateringly beautiful and offers a quick question, such as 'apple pie for brunch - love it or leave it?' These quick and easy questions consistently receive high engagement from fans." Otherwise, Pillsbury saw solid gains in celebrating National Pigs in a Blanket Day last week. All it took was a picture of two pigs in a blanket to win nearly 1,000 likes and 300 shares. A sale on Pillsbury Doughboy magnets brought in 2,500 likes and a little bit of cash. It just goes to show that simple is almost always better when showcasing brands and products on social media platforms.