The Top 100 brands in social media

Share of voice by industry sector

Technology companies account for seven out of the top 10 performing brands. eBay and Disney are the first non-technology focused brands to squeeze into the top 10. 

With Google and Yahoo! taking the lead in the share of voice rankings, it is interesting to note what Interbrand says in its 2006 report about the internet sector:

“Application and Content are equally important for functional benefits but brand positioning is becoming increasingly important.

The lightning fast aspect of communications on-line is Viral marketing in hyper-speed. Bad brand experiences in the primary on-line Channel and ancillary communications touch points require incredible accuracy and responsiveness or alternatives will be sought.”

Technology companies in the top 10 list are those brands that understand the value of audience conversation and its strong relationship with reputation and brand equity. They move fast, react fast and listen to their audiences.

The chart below provides a breakdown of the Interbrand Top 100 global brands’ share of voice in Social media, by industry sector. 

Technology brands continue with a strong share of voice across the full 100 brands reviewed. However, it is closely followed by FMCG and Automotive brands.

The Interbrand report suggests
that for FMCG brands:

“It is becoming increasingly difficult to anticipate consumer demand in the face of contradictor and divergent opinions on ‘what is best for you.’”

By monitoring Online conversations, the
FMCG market  can glean further
insights into consumer opinion and
trends, anticipating the consumer
demand.

Overall, there is a healthy spread of commentary across all types of industry sector – indicating that consumers are utilising social media to discuss a wide variety of brand Categories. In fact, audiences are discussing anything and everything that sparks interest or creates passion points.

The complete table showing the top 100 brands’ share of voice across each of the social media sites is available on request.