Brands failing to use geo-location social media services
Almost all brands are now using Twitter, but their use of geo-location services remains low, social specialist company Headstream has found.
Launching its Social Brand 100 list today, which tanks how active brands are on Twitter, Headstream has found that only 22 per cent of the brands ranked used geo-location services such as Foursqaure and Gowilla, and of those, almost half (45 percent) are inactive.
The list saw computer giant Dell come out top of the social brand list, followed by Nike Plus, Starbucks, giffgaff and Best Buy UK respectively, highlighting the brands who best engage through social media.
Headstream conducted research between November and February with nominations being crowdsourced on Twitter to make up the list of brands. Researchers then evaluated the 30,000 tweets, posts and comments and likes, with a panel of experts also scoring each brand, while social media monitoring partner Brandwatch provided data analytics.
“We wanted to find out what really makes a brand social,” explained Kirsty Weston, head of social communications at Headstream.
“The bad news for some is that we didn’t find a simple answer to this question because these brands engage in a diverse range of ways appropriate to their communities. The best examples, however, do stand out for commercial gains they’ve made from good use of social. It’ll be interesting to see where social brands sit in relation to geo-location outposts in a year’s time, as they start integrating the virtual and the real,” she added.
The full list can be viewed on the Social Brand 100 website.