Digital Transformation

eBay tops social media engagement poll, beating Apple, Google, Blackberry and Amazon

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By The Drum Team | Staff Writer

February 17, 2011 | 4 min read

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.”

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“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

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