SEO and PPC consulting and technology firm Greenlight has produced an indepth analysis into the most visible holiday websites and advertisers in Google search, scrutinising the most important search terms, trends and benchmarking data for holiday providers.
The Greenlight report gives a vital insight into the size of potential audiences and the top performing companies. Here we look at its findings for the holiday sector's most interactive brands on social media.
People constantly engage in conversation about brands and products, whether it is at home, at work or socializing with friends. The internet has changed the role, pace and place of conversations and Facebook and Twitter have become two of the most powerful outlets. These sites have become the perfect medium for consumers and commentators to elevate discussions, amplify views and give brands both positive and negative visibility.
To gauge social media interaction with brands, we have monitored the Facebook and Twitter accounts of the top 15 brands in our integrated league table (see page 19 of full report) in order to assess how many 'fans' and 'followers' each has. The table below ranks brands based on the cumulative value of their 'fans' and 'followers', a score which we have termed Social Media Popularity Index (SMPI).It further analyses the proactivity of brands by considering the number of 'posts' and 'tweets' brands produced for consumers to interact with in May.