We have used Track Social to create a map of the entire Social Brand Universe, showing how each Social Brand is positioned compared to one other.
The map uses The Social Brand Pillars to position each Brand using X and Y coordinates, as well as Bubble Size and Bubble Color as follows:
|•||X axis is the Engagement Score, based on how responsive that Brand’s Audience is to them|
|•||Y axis is the Standing Score, based on how notorious the Brand is in the Social Media, on their own profiles and beyond|
|•||Bubble Size is based on the Brand’s Audience Score, which represents how many Fans and Followers they have|
|•||Bubble Color is a measure of Audience Growth (as a percentage) going from Red (“hot”) for fast growth to Blue (“cool”) for low, or negative, growth|
Note that it is impossible to label every Brand on this static version of the map, and still be able to read many of the labels, so the labels were placed randomly by the Track Social system in order to give some flavor for the types of Brands that were mapped in each location. Dynamic versions of this map allow the user to find specific Brands, zoom in and out of the map, and get more information on every Brand on the map.
It is interesting to note that there is certainly a statistical relationship between Engagement and Standing, however one does not define the other. Statistically, the higher the Engagement is, the higher the Standing is and vice versa. There is also a similar statistical relationship between Audience and Standing. Cause and effect is difficult to discern, particularly with the majority of Brands preexisting the Social Media, however we believe that building Engagement and Audience can only build Standing.
To help categorize the general position of A Social Brand we have associated the quadrants of the map with the following Social Brand Archetypes:
|• Wallflowers (Lower left quadrant)||The greatest number of Brands that have relatively low Engagement and Standing.|
|• Snobs (Upper Left quadrant)||These are the Brands whose Standing is significantly higher than their Engagement. Generally this is larger companies that are well known but that are not applying themselves well to the Social Media.|
|• Dynamos (Lower right quadrant)||These are the Brands that are doing better at Engagement than Standing. Perhaps smaller companies with a passionate following, perhaps social brands on the way up.|
|• Socialites (Upper right quadrant)||Ultimately, this is where all Social Brands want to be. Highly engaged and notorious the Socialites strut about the halls of the Social Media like they own the place. And often, they do.|
For more information on the positioning of specific Social Brands and for a wealth of information on businesses in the Social Media generally, go to the Track Social website.