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A new study looked at the BusinessWeek/Interbrand top 100 global brands, audited and catalogued their social media activity, ranked their activities and compared the brand's financial performance to create what they are calling an "engagement database."
It's a cleaver exercise, a good PR move for Charlene Li, who left Forrester to establish herself at Altimeter, and an blogable way to point out the relative penetration of social media among the planet's top brands. The data was weighted so that those who use more of the 40 identified social channels got a higher rank -- kind of putting a thumb on the scale.
As you might guess early adopters and tech-forward giants like Dell, Starbucks, Google and eBay top the list while embattled and security-conscious financial services giants like AIG, Goldman Sachs, AXA, Allianz and Citi bring up therear.
The premise is "resembling any in-person exchange, socializing requires more than just being there -- you have to interact with others, instigate discussions, and respond during conversations." The study "implies value in social engagement on top of social presence -- it pays to actively and continually participate and invest in your networks."
The authors claim a "direct correlation" between top financial performance and deep... Read more