eBay clinched the No. 1 spot among the top 50 ranking of socialbrands, for most effectively and consistentlyengaging customersviasocial mediachannels,according toAlterian'sinauguralsocial mediaReputation (SMR) Index. Apple was second on the list, followed by Google, BlackBerry, and Amazon.
TheSMR Indexgauges brands' social effectiveness using a scoring system consisting of two elements: reach (social noise around the brand) and satisfaction (popularity). Also factoring in the "recency" of social interactions, the index then ranks companies on a scale of 1 to 100.
With a score of 92.29,eBay'swin overApple(88.61) and谷歌(87.00) was likely the result of the auction site's long-standing use of customer forums (starting in the late 1990s), corporate blogging, Twitter, and Facebook, according to the report.
Among other social tools, eBay has adopted Facebook's Open Graph so customers can split the cost of a gift and pay for their share via Paypal. The company also takes a social approach to internal communications, featuring blogs, forums, and discussions boards on the company intranet.
Below, the Top 50 Social Reputation Index (SMR) Index, developed byYomego.
Overall, the tech sector dominated the top 50 brands:BlackBerrytook the No. 4 spot (85.25), followed byAmazon(83.58).
In the No. 6 spot wasGucci(83.55), the highest ranked non-tech company, followed byFordMotor(81.67) andMTV(81.55). Other tech brands,Samsung(80.06) andYahoo(79.18) rounded out the top 10.
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"This research shows that brands that rank the highest are those that engage with customers through the right channels, listen to what they are saying, and respond to them transparently and effectively," said David Eldridge, CEO of Alterian.
"Surprisingly, brand giantCoca-Cola, which is ranked in first position in theInterbrand Best Global Brandsranking system, has come in at 24th. Even though the company has implemented a number of social media tools to engage with customers, both consumers and businesses, it goes to show how important it is to engage with their audience in the right way."
About the index:Each brand was given a ranking based on its Social Media Reputation (SMR) score measuring the social media "noise" around a brand (how many people are talking about it) with its popularity (if mentions are positive or negative), and "recency" score, which provides a topical adjustment (i.e., a brand that is being talked about now has a higher recency score than one talked about in the previous six months). Human analysis is applied to each score to ensure it is accurate (to take into account sentiment such as sarcasm or slang that could be wrongly interpreted by an automated system) and to analyze relative influence of various channels. Scores were tabulated using data up to January, 2011.
