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’.