Pizza Hut has been named the top brand in a poll that examined which companies are best at building and maintaining social relationships with young consumers.
Greggs, Play.com, Waterstone's and Krispy Kreme all completed the top five.
The list was created following an audit of the Facebook, Twitter and Google+ profiles for 100 brands that have a particular resonance with the 18 to 24 year-old age group as decided in a survey by Voxburner.
Over a four week period from February to March 2014, Headstream and Social Bakers then looked at the value of content, whether they had an authentic tone of voice, and their timeliness across and gave each brand a ranking.
“As we know, listening to your consumer, understanding their journey and their values is vital to forming a win-win relationship with them,” said Steve Sponder, managing director of Headstream.
“Brands that engage well with the youth market are ones that really understand their customer; their interests, behaviours, rituals and considerations, and develop their content accordingly. This is vital for the success of any social brand.”
Completing the top 10 was Pepsi Max, Comic Relief, Warburtons, Starbucks and McCain. They all beat Amazon, YouTube and Google, who failed to make the top 50.
“Despite providing a platform for the majority of brands within the top 100, they themselves are not seen as successful with their own social media efforts. Perhaps this is due to the fact they already play an important and relevant part in 18 to 24 year olds' lives that they feel social engagement is not a priority,” added Sponder.