Musings on Cool: How do the CoolBrands perform on social media?

Brandwatch conducted some research into the brands' online footprints, common perceptions online and how the brands stack up to their competitors.

For example, 10,000 people tweet about no.1 CoolBrand Apple (and its products) being cool every week, compared to just 4,000 for Samsung. However, while there is roughly an equal percentage of positive tweets for both brands, Brandwatch analysis found Apple has more negativity surrounding its products than Samsung.

Meanwhile, Virgin Atlantic made it into the top ten of the CoolBrands list, but its customer service isn’t deemed to be too impressive on social media – tweeters were more likely to discuss Virgin in negative terms than fellow airlines British Airways and Emirates.