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The top 100 brands in social media
The impact of online conversation on the Interbrand Top 100
global brand survey
The immediate future (IF) ‘brands in social media’ research document, now in its second
year, looks to offer topline insight into the growing impact of social media and online
conversation on leading brands. Using the Interbrand Top 100 and Millward Brown
BrandZ rankings as reference points, the IF report represents a snapshot (accurate to
June 2008) of online discussions, sentiment and visibility of some of the world’s largest
It is increasingly clear that the level of a brand’s engagement with the ever growing
online community is beginning to have a direct correlation with that brand’s reputation.
This document aims to explore how brands have addressed the growing presence and
importance of consumers’ opinions and how the birth of social media has forced brands
to adapt (in response to such a rapidly evolving medium).
The Online Landscape
Social media is booming. Every day new statistics, white papers and articles appear
discussing its continued growth. Independent market analyst Datamonitor has revealed
how quickly the number of people participating in online social networking is growing: the
UK currently leads Europe, in terms of membership, and is expected to reach 27 million
users – a threefold increase on today’s figures – by 2012
Across the globe, consumers are more connected than ever before, thanks to easier
internet access, the rise (and reduction) in price of broadband and an increase in home
usage. With the continual development of tools to aid communication, including blogs,
social networks and photo/video sharing sites, this trend looks set to continue.
But what exactly is social media? The term reflects
the sharing of information, experiences and
opinions through a series of widely available, easy-
to-use tools. Very simple, very public, very hard to
communities; groups of people with common
interests who are keen to interact with one another
on matters important to them, from daily musings to
very specific subject matter.
More importantly, anyone can participate in these
communities. Finding a group and joining in the
conversation is very easy thanks to the wide variety
of online tools available (which facilitate the finding
and sharing of information).