Analytical-based research firm PhaseOne studied what drives social-media engagement across owned (brands' Web and Facebook pages) and paid (TV ads) media. It studied 75 brands using metrics including Facebook “likes,” Klout (online “stickiness”), and Netbase (sentiment). These results highlight the four brands atop this list and consumers' insight about them, including a “me statement” (the idealized self embodied by a brand), which proved a key factor in driving engagement.
Source: “How to drive consumer engagement,” a study conducted between July 2011 and January 2012 by PhaseOne. Released March 28.