According to a new study by Altimeter Group's Charlene Li and Wetpaint, brands that show measurably higher levels of social media engagement are rewarded with greater financial success.
The ENGAGEMENTdb report ranked the top 100 global brands in terms of financial success and depth of engagement across a number of social media channels including Twitter, Facebook, blogs, wikis, YouTube and forums.
The report segmented companies into four categories based on the number of channels they are engaged in, and the depth of engagement in those channels.
The study broke the brands into one of:
- Mavens - high presence, high engagement
- Butterflies - high presence, low engagement
- Selectives - high engagement, low presence
- Wallflowers -low presence, low engagement
The report found that 'Maven' companies such as Dell and Starbucks showed the greatest revenue growth whilst those had lower engagement did not fare so wall.
“This is the first study of this depth on the top global brands and we think the
results provide a good guide for corporations and brand marketers in every
industry,” said Charlene Li, Founder, Altimeter Group. “The success stories we
have uncovered provide a blueprint for companies making decisions about how to
best apply their marketing and consumer relations resources.”
The report also suggests that if a large organisation wants to get involved in social media, they must get more people involved, moving from a few selected social media touch points to 'spread the load' across different parts of the organisation.
You can download the
full report here.
