eBay tops social media engagement poll, beating Apple, Google, Blackberry and Amazon
The 50 Top Brands in Social Media league table has shown eBay to be the most engaging brand on social media, with the online auction site finishing ahead of Apple (2nd place), Google (3rd), Blackberry (4th) and Amazon (5th).
eBay’s position is down to its long standing engagement with its customers through forums, which were introduced in the late 1990s, as well as corporate blogging, Twitter and Facebook.
The company has shown itself quick to adapt to new social media offerings, for example adopting 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.
The rest of the top ten was made up by Gucci (6th), Ford (7th), MTV (8th), Samsung (9th) and Yahoo (10th).
The social media data and analysis for the index was provided by Alterian’s social media analytics tool SM2, with Alterian CEO David Eldridge commenting: “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.”
“Surprisingly, brand giant Coca-Cola, which is ranked in first position in the Interbrand Best Global Brands ranking 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.”
The 50 Top Brands in Social Media league table is as follows:
1.eBay
2.Apple
3.Google
4.Blackberry
5.Amazon
6.Gucci
7.Ford
8.MTV
9.Samsung
10.Yahoo!
11.Nokia
12.Dell
13.Microsoft
14.Disney
15.Nintendo
16.Toyota
17.Starbucks
18.Honda
19.Sony
20.Ferrari
21.Hyundai
22.Nike
23.IBM
24.Coca-Cola
25.Macdonald's
26.Adobe
27.HP
28.Mercedes-Benz
29.Pepsi
30.Harley-Davidson
31.Burberry
32.BMW
33.Audi
34.Intel
35.Canon
36.Panasonic
37.Volkswagen
38.American Express
39.Porsche
40.Adidas
41.Zara
42.Heinz
43.Ikea
44.Gillette
45.Smirnoff
46.Cartier
47.Louis Vuitton
48.L'Oreal
49.Corona
50.Visa