This Week's Social Media Power Rankings: Cheers to Heineken

Heineken showed us how to toast, Bertelsmann helped us get back to school, and UNICEF showed everyone how do to social media right during this week's rankings. 

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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.

It's been a pretty quiet week for the Top 20, but you'll notice a tale of two different video game companies. EA is enjoying a nice bump and we're expecting it to gain a few more spots thanks to the continued popularity of its Madden series and upcoming FIFA game. On the other hand, Vivendi (the brand which brings us Blizzard and the Universal Music Group) is three spots down. Here's what it looks like outside of the top 20:

Bertelsmann got a nice jump in the rankings this week thanks to its subsidiary (and more familiar to American audiences) Random House. Dachis's David Mastronardi tells us that it's specifically due to a character named Junie B. Jones, a character in an eponymous book series. "Jones, the world’s funniest first grader filled her Facebook pag with a host of helpful and humorous tips to prepare students for the upcoming school year," says Mastronardi pointing to a series of posts averaging around 300 shares a piece. "In fact, all Junie’s best Facebook posts do this. Social media Tip #1 for Junie - make sure your posts are relevant to your audience, contain visual content, and feature a clear and immediate call to action," he says.

If there's one thing to be learned from Heineken's 26-spot jump in the power rankings it's that never underestimate the power of a Facebook post. "The post we’re referring to was of a world map composed of each country’s lingual version of ‘Cheers,’ igniting 19,000 Likes, 2,400 Shares, and 700 comments. Heineken should be applauded, as this is a really strong example of a brand taking a proactive approach to social content," says the Dachis Group's Joe Pinaire. It was a totally simple concept and very handy in case you wanted to toast in the Philippines (Mabuhay ya'll).  "Often, a brand’s most engaging and impactful content is that which is created for the sole purpose of being shared across social channels. We’ll be raising a cold one to Heineken’s social team for this feat, as it’s an approach most brands are incapable of pursuing," says Pinaire.

From beer-swigging and back-to-school tips, here we are at with UNICEF's 11-spot swing in the rankings. " UNICEF’s Facebook posts are consistently engaging with viral metrics that would be the envy of most brands," Mastronardi told us. He adds:

UNICEF created one post that stood head-and-shoulders above all others (4,800 likes, 2,000 shares), focusing on the plight of Syrian refugee children in Jordan ... asking your audience to share every post might wear thin over time, but this is a clear example that it works. Every brand should gauge its audience’s tolerance for direct requests and optimize appropriately. Remember, you never get what you don’t ask for.

This article is from the archive of our partner The Wire.