Using Alterian’s monitoring tools, the scoring system takes into consideration how many people are talking about a company, whether what’s being said is positive or negative, and then adds a ’recency’ score that judges how topical the mentions are.
Human analysis is applied to this and each company is given an overall mark out of 100.
The results suggest that eBay, Apple, Google, BlackBerry and Amazon are the top five performing brands in a list of 50, which contrasts significantly with the ranking of Interbrands’ Top 100 Brands index.
Steve Richards, MD of Yomego, pointed out some surprises in the list, as brands that people are talking about online aren’t always the ones you’d expect.
“Harley-Davidson, for example, has some of the most loyal fans online, ranking it at number 30 in the top 50 social brands,”he says. “On the other hand, Smirnoff does some fantastic social media work but is really inconsistent, which means it ranks lower than it could.”
This story first appeared on newmediaage.co.uk