Top 10 Most Engaging Brands on the Web

Which brands are the champions of Social Media?

Charlene Li, Analyst from Wetpaint and the Altimeter Group has the answer. A study on brands’ social media engagement was conducted on the top 100 brands featured on BusinessWeek’s “Interbrand Best Global Brands 2008” publication. This study spans across more than 10 social media sites such as Facebook, Wikis, Forum, Flickr and content distribution sites such as Facebook Connect and ShareThis.

Before we show you the top 10 brands, you might want to briefly understand how companies go about gaining engagement credits. Companies only receive credits if they are actively creating and promoting presence and consistent participation within the channel. On the other hand, partial credit is given if corporate presence is created by external parties (e.g. consumers, third party affiliates).

Engagement Profile

Each brand is classified under an Engagement Profile, according to the brand’s magnitude of presence and engagement. Those with high engagement and many channels (on the top right quadrant) are called mavens while those with one channel and low engagement (lower left quadrant) are named wallflowers. Interesting names!

Top 10 Engagement Score

And here it is! The top 10 most engaging brands; led by Starbucks® with a score of 127.

Bonus: Engagement Scores by Industry

These 100 companies are grouped into their respective industries to calculate the industry average engagement scores and channels. With that, the Media and Technology industries stood out with a score of 76.7 and 70.0 respectively.

Media Companies: Google, Yahoo, Thomson Reuters, MTV, Disney, GE
Technology Companies: Dell, Microsoft, SAP, Intel, Blackberry, Oracle, Cisco, HP, Samsung, IBM, Xerox, Motorola