Battlefield comes top of Social Brand 100 poll for 2013
Video game Battlefield has been named the top Social Brand in the annual Social Brands 100 report.
The video game by Electronic Arts rose to the top of the list, beating out American Airlines into second place and Lufthansa into 3rd.
The rest of the top 10 was Thomson Holiday, Thomas Cook UK, Innocent, Argos, Seat Mexico, Tesco and Dr. Martens respectively.
A quarter of the list was made up of retail brands, while travel brands made up four of the top 10 list.
Steve Sponder, managing director of Headstream, commented: “With Social Brands 100 research showing an average of 10 per cent of marketing budgets assigned to social media activity, it’s firmly part of the mix now. It also feels like more brands are getting to grips with engagement in social spaces than a year ago. The challenge is not only getting customer service right in social spaces, but creating content which creates a loyal community of advocates in the long term.”
The research was compiled by Socialbakers which measure brand engagement through Facebook, Twitter and YouTube over a six week period, while Headstream surveyed a cross-section of brands in order to identify key trends.
The research found that on average, more could be done to better connect with people and create long-term loyalty as a result of lower engagement metrics being discovered within the report.