CHICAGO: Auction and shopping site eBay tops the list among 50 brands with the most engaging and interactive social media marketing, according to a recent analysis.
The index, which ranked the reach and satisfaction of social media marketing to consumers, was conducted by marketing technology shop Alterian and social media agency Yomego in a four-month range between September 2010 and January 2011.
Reach was calculated from the number of references made to a brand across 29,000 social spaces weighted by the influence of those mentions. Satisfaction was determined by a human validation of a sentiment analysis of the mentions. Both reach and satisfaction were combined to come up with a Social Media Reputation score, or SMR.
eBay's score was 92.9. The rest of the top five brands include Apple, Google, Blackberry, and Amazon.com. Visa came in last place.
The report notes that eBay's high score comes from a combination of its embrace of social media for communication, including its full-time corporate blogger, internal communications, disclosing company earnings on Twitter, and its eBay Group Gifts app via the Facebook platform.
“I think the brands that are on top of report, they are not only utilizing social media, they are actually interacting with their customers,” said Connie Bensen, Alterian director of social media and community strategy. “The biggest thing is that marketers need to evaluate what they are doing.”
That means more consumer interaction, including user generated content and voting on social media, she said.
“Encourage consumers to participate versus push marketing,” she said. “Putting the social into social media is the key for marketers.”