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.
As you can see, the top 20 remained solid with a few bumps here and there. Mind you, these rankings were done before the NFL and its referees came to an agreement, so don't be alarmed by the league's one-spot drop. (We'll be interested to see what it looks like next week now that the refs are back.) Here's what it looks like outside of the top 20:
This week Burberry, taught us the power of exclusivity, or rather everyone's fascination with exclusivity. As the Dachis Group's Allison Squires tells, the fashion line launched a limited edition line called the Regent Street Collection which was only available at its flagship Regent Street store. And that's true ... sort of. You see, a sneak peek of the collection is also available online on Burberry's Facebook page. "The new functionality within Facebook albums (you can like and comment without leaving the album) makes it easy for shoppers to flip through the collection and like items they love," Squires tells us. And that functionality translated into a lot of social media chatter. "While individual photos of collection pieces received anywhere from 1,000 to 5,000 likes, two posts on the brand’s page received 50,000 likes likes and 3,000 shares each."
It's not easy to make the sixth installment of any movie, book, you name it, sound fun. And the Resident Evil franchise is no exception. But Capcom, the entertainment/ video game company managed to do that with the third-person zombie shooter Resident Evil 6. As Dachis's Brian Kotlyar tells us, it wasn't easy. "The launch was preceded by a constant flow of countdown imagery, the release of a playable demo, a hashtag (#nohopeleft), a music playlist, fan art, a cross promotion with Conan O’Brien, and even a pop-up butcher shop," Kotlyar tells us (the pop-up butcher shop is playing off the video game's main villain), adding "The result is a constant flow of interesting content that keeps the Resident Evil franchise top of mind with potential buyers." And with simple Facebook posts like this one, garnering 50,000 likes, we believe him.
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.
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