No one brand dominates all social platforms, but those who do succeed know the value of content, according to insights from KBM Group’s recently introduced BrandSnap social engagement measurement platform.
“’Always on’ is very much a buzzword right now,” said Slavi Samardzija, executive vice president, marketing intelligence, KBM Group, at DMA13 in Chicago earlier this week. “But while it is easy to generate buzz, it’s difficult to sustain it and keep up momentum.”
Over the last 18 months, BrandSnap has been analyzing 1,500 key brands, examining what they are doing to engage consumers in Facebook, Twitter, YouTube and Pinterest.
Which brands are succeeding in which platforms varies by industries, noted Samardzija. Celebrities dominate Twitter, for example, while retailers top the Pinterest rankings.
The key no matter what the industry is offering content. Not surprisingly, media brands like CNN, BBC, MTV and CNET all appear in the top 20 for different platforms. But also at the top over the last 12 months is Red Bull, which consistently offers social content that connects with their core consumers.
A variety of metrics are considered in BrandSnap’s rankings. In addition to qualitative data such as likes, check-ins, followers, pins and tweets, content is prioritized based on algorithms designed to access the magnitude of its impact. While consumers do connect with promotional brand content, they also respond to posts that are more aspirational, Samardzija notes.