The drumbeat by marketing and public relations experts about the importance of building a social media strategy is growing louder, and with good reason. The benefits to companies large and small in this new medium are legion, and more and more businesses are taking the plunge.
But not all social media strategies are full-fledged, with some companies exerting far more effort to engage their target audiences via Facebook and Twitter than others.
Slate’s TheBigMoney.com has devised a ranking of companies based on their social media engagment. The list ranks the top 50 companies that are making the best use of Facebook, with Coca-Cola and Starbucks leading the pack. The rankings are based on number of different metrics:
Companies had to have a minimum of 200,000 Facebook friends or fans before being considered for The Big Money Facebook 50. Qualifying brands were then assessed on whether they employ a dedicated social media staff, how long the brand has been present on Facebook, and how much money it spends on the social networking site. Companies were then ranked from one to five on how often they update their Facebook offerings; the variety of material they offer; how much user interest their pages have generated; how integrated Facebook is in to the company’s broader marketing; how easy it is to find the company’s Facebook page through a search engine, and creativity and effectiveness.
Later this week, the company plans to release the Twitter 12, a list of the 12 brands making the best use of Twitter.
On its site, The Big Money offers a window into the investment and engagement by assorted businesses. Most of the companies on the Top 50 are big brands, but the scales haven’t been completely tipped toward the largest names. Coca-Cola and Starbucks may top the list, but Dr. Pepper — a company with an international presence — is ranked 38th with 906,914 fans.
The Top 10 of the Facebook 50 are:
- Victoria’s Secret
- Red Bull
- T.G.I. Friday’s