Starbucks is the world’s #1 most socially engaged brand and is reaping financial rewards as a result of its intense participation in social media, according to an analysis of the engagement levels of the top 100 global brands, reports MarketingVOX.
The ENGAGEMENT db study claims to be the first to show a measurable correlation between higher levels of social engagement and superior financial performance.
Conducted by Altimeter Group’s Charlene Li in partnership with Wetpaint, the research set out to devise a way to objectively evaluate the depth and breadth of various brand marketing efforts across all social media. The resulting criterion, “engagement” was calculated by measuring each brand’s participation in various channels and examining how deeply involved various departments and executives were with each channel.
“The World’s Most Valuable Brands. Who’s Most Engaged?” (pdf) looks at engagement of the top 100 global brands in more than 10 social media channels, including Twitter, Facebook, blogs, wikis and discussion forums.
Key survey findings:
Other recent research by Vitrue found Apple’s iPhone to be the world’s most social brand, but did not link social media engagement with financial success.
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