Apple’s iPhone has notched up its third consecutive year as the most social brand on the Vitrue 100 list.
The list is compiled by analysing online conversations on a daily basis across social networks blogs, microblogs, photo and video-sharing sites using the Vitrue Social Media Index (SMI).
According to Vitrue, there was an increase in social buzz around consumer electronics goods in 2010, with 30pc of the brands that made this year’s list coming from that category. The next most popular category was fashion and retail, with 20pc of the brands coming from this group.
Vitrue said 2010 was the year of the deal, with an increase in retailers using social media to share deals from Foursquare check-in incentives, daily deals like LivingSocial, Scoutmob and Groupons, Twitter’s Earlybird, Facebook couponing and the new Facebook Deals with Places.
The Gap appears on the Vitrue 100 at No 91, with three social buzz moments in 2010: the first national retailer to utilise a Groupon in August, The Gap logo change in October, and using Facebook Places to distribute a nationwide check-in deal.
The brands with the biggest gains of the year are AT&T and Visa, which each jumped 45 spots from last year. Vitrue quotes Ad Age as reporting that AT&T last summer started addressing customer service mentions of the brand on social sites by growing a team of five people to 19 dedicated to managing their social networks (Twitter, Facebook and YouTube).
Visa, meanwhile, was a title sponsor of the 2010 FIFA World Cup. Vitrue noted that the global nature of the event made social an efficient and effective medium for awareness building. The company placed significant resources into social, mainly Facebook and YouTube. Visa developed numerous Facebook and YouTube campaigns — like ‘Go Fans’ and ‘Visa Match Planner’ — that generated tremendous buzz worldwide around the world’s biggest sporting event. And it made all its promotions and social efforts available in multiple languages.
The Vitrue 100: Top Social Brands of 2010
Article courtesy of Businessandleadership.com