Food and drink brand Innocent has claimed top spot in a list of the top 100 social brands.

Starbucks and telecoms provider giff gaff came second and third respectively, with Cancer Research, the British Red Cross and Met Office also present in the top ten.

Interestingly, charities and non-profits actually account for more than 25% of the brands on the list.

Headstream and Brandwatch's Social Brands 100 report measured the social performance of more than 300 different crowdsourced brands. The report defines a social brand as one that has adopted win-win relationships, active listening and appropriate social behaviour.

It judged the entrants using 19 separate observable markers across Facebook, Twitter, YouTube, foursquare, Google+, brand owned forums, brand websites and brand blogs.

Obviously it’s far from scientific, but it is an interesting look at which brands are engaging with consumers across a number of different social channels.

The authors say one of the biggest insights from this year’s findings is that is it those brands:

...that have the skill, and the will, to engage with individuals on a one-to-one basis that stand out. By creating this personal engagement, these brands benefit from a ripple effect into the rest of the community, which is strengthened and invigorated as a result.

The report also noted that approaches to community management differed between sectors.

While entertainment brands can create significant reaction to content that they post on social platforms, and have high percentages of fan generated content, they are less likely to respond to fans on Facebook, and on average are slow to respond on Twitter.

Conversely, FMCG and travel & leisure brands are the most prolific at acknowledging fans on Facebook, while media, travel & leisure and services brands are among the fastest responders on Twitter.

In fact National Rail Enquiries was found to be the top brand for ‘timeliness of response’.

David Moth

Published 29 May, 2012 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (5)


Malcolm Gibb

This doesn't surprise me, Innocent are a prime example of how to do Social Media and engage with your audience. I love most of the stuff they post and think it is truly engaging content, yet I never buy innocent smoothies. Sure makes them look like a fun company to work with though.

about 6 years ago

Adam Cranfield

Adam Cranfield, Chief Marketing Officer at Mynewsdesk

Interesting report. How was the 300 shortlist crowdsourced? It isn't clear to me whether this is a UK or global list? Would be useful to know!

about 6 years ago


Laurie Broderick

I agree with Adam and it's actually my question across a variety of econsultancy reports - do they represent global customers or only UK/European customers? I realize there may be global brands listed, but are the usage stats only reflective of UK/European customers. Disappointing if it is since I am in the US looking for global usage stats.

about 6 years ago

dan barker

dan barker, E-Business Consultant at Dan Barker

For whatever reason, at the time, I went through the data for this looking at the average 'data' & 'panel' scores by sector. I've just stumbled across the file again now. It's quite interesting.

'Charities' & 'Entertainment' brands were given much higher average 'panel' scores. Automotive, Tech, and Telecom brands were given very low panel scores.

For example, Charities got an average panel score of 82 and an average data score of 122. Tech brands got an average panel score of 52 and an average data score of 132.

In other words, much of this was probably swayed by human emotion.


about 6 years ago

dan barker

dan barker, E-Business Consultant at Dan Barker

In fact - here's the spreadsheet I put together:

May be useful for someone!


about 6 years ago

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