Brandwatch Unveils Social Indices, A Ranking Of Brands’ Social Strength
Amazon, Tesco and Nike are the top performers among retail brands in the inaugural rankings by the social intelligence firm.
Social intelligence company Brandwatch today introduced a new way to compare brands’ social media efforts.
The company will release monthly rankings — Social Indices — for brands in the retail, nonprofit, healthcare and TV network categories, hoping to fill what Brandwatch CMO Will McInnes says is a void.
“Today, there is no definitive ranking of the best social brands in the world and, in truth, without a uniform methodology for measuring human interaction there may never be,” McInnes said in a statement. “We’ve created the Brandwatch Social Indices to encourage brands to think about their social strategies and spark conversations about how we, as an industry, gauge social interaction.”
Brandwatch picked well-established brands to populate the indices and is measuring across five criteria:
- Social Visibility: The volume of conversation a brand generates across key social channels.
- General Visibility: The volume of conversation a brand generates on blogs, forums and news sites.
- Net Sentiment: The ratio of positive to negative statements surrounding a brand online.
- Reach Growth: The growth of a brand’s social following over the course of a month.
- Engagement and Content: How effective brands are at responding to their audiences and how well social content is received across social channels.
It’s not a definitive list at the moment. The retail rankings include only 26 brands, for instance. Brandwatch says it will add additional brands to the listings monthly and also eventually create indices for additional industries.
In the first rankings, Amazon, Tesco and Nike were the top performing retail brands; NPR, UNICEF and the World Wildlife Federation led among nonprofits; Kaiser Permanente, Bayer and Abbott Laboratories were the healthcare leaders, and Netflix, the Discovery Channel and CNN were the top TV networks.