So we recently saw the Interbrand top 100 global brands. But with the changing digital landscape, what are the top brands in social media? Brands are getting talked about online – positive and negative, and increasingly consumers are spoofing ads and playing rough with brands online. I came across this interesting ‘Brands in Social Media’ report, by immediate future, which looks at the performance of the Interbrand top 100 brands in online brand conversations in the social media landscape.
Managing director of immediate future, Katy Howell, says…
“It is clear from our research that a brand’s economic success offline does not necessarily translate to a strong, positive share of voice online. Reputations are increasingly being made and destroyed on the web.”
So anyway, here are the results for the top 25 most discussed brands via immediate future…
There is a noticeable difference between the Interband brand rankings and the consumer perception of brands online. Not too much of a suprise that the big technology brands are leading the way in the digital space. Though apparently all industry sectors have their promoters and detractors online and immediate future found that every top 100 brand was being discussed.
You can also see here the positive and negative balance of brands on social networking sites, such as Facebook.
As you can see Disney is kicking ass here! With Nintendo and Google following. This gives us a little bit more of an insight into online brand conversations. A brand may be talked about a lot online, but this isn’t always positive. The recent McDonalds / Innocent fiasco is an example of this. But it’s nice to see much more pink than grey on this graph don’t you think?!