Archive for Awards

The Best Social Media Brands in 2012

Having recently announced the Track Social Facebook Awards for 2012, Track Social has now aggregated social performance across platforms to assess the best overall performers in social media throughout the entire year.

In the awards for individual Facebook Pages the big winners were Facebook, Subway, Disney and Fox. Now it’s time to see who comes out on top in the overall as well as Twitter and LinkedIn categories.

Overall Performance

Facebook – Average Daily Score: 54.6

Facebook

On the back of sweeping the awards for its own platform, Facebook takes out the Overall Performance award in social media for 2012. In general, Facebook does not have the most engaging social presence on any medium, however it is, well, Facebook. Everyone knows it, everyone talks about it, and it typically gets a large response when it says something. Sheer size and notoriety carry the social leviathan through to the overall victory.

Runners up in the category include YouTube, Disney, Coca-Cola and MTV. For the full top ten go here.

Overall Engagement

Disney – Average Daily Score: 16,162

The highly prestigious Engagement Award goes to Disney, for getting a consistently high level of response from its fans across social platforms.

Disney has a massive global audience and entertainment vehicles that cross generations. However getting engagement in social media still requires considerable commitment and effort, so plaudits to Disney.

They were closely followed by Subway (winner of the Facebook Engagement award) and Fox News (winner of the Facebook Comments award).

 

Overall Twitter Performance

YouTube – Average Daily Score: 9.93

YouTube is the surprise winner of the Overall Twitter award, contributing to their overall 2nd place position across all platforms, behind Facebook. On Twitter, YouTube is intensively involved in the community, constant tweeting about it’s own content, and also interacting directly with users.
Twitter Engagement

ESPN – Average Daily Retweets: 3,564

Twitter is a perfect medium for spontaneous events such as sports, so it is not surprising ESPN uses it to great effect. ESPN takes a very conversational tone in its prolific Tweets, and the audience is very responsive.


 

Most Retweets Per Tweet

Instagram – Average Retweets Per Tweet: 669.3

Despite their rather bitter public break up near the end of the year, Instagram and Twitter were a great couple for most of 2012, with the photo sharing network leading the way in terms of Retweets per Tweet.

Most Followers on LinkedIn

Hewlett-Packard - Followers: 915,513

LinkedIn has a very different audience of business professionals, and the leading businesses using the platforms tend to be in the high tech or professional services sectors. Despite troubled times on the business front, Hewlett-Packard has managed to develop a substantial presence on LinkedIn.

Note that by including “Brands” only, celebrities are excluded from these awards. See the Track Social Awards page for the full list of social awards as well as a Top Ten for each individual award.

Track Social, the leading social media analytics platform and consultancy, offers extensive social monitoring and reporting solutions for small businesses and enterprise clients.

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The Track Social Awards 2012: Best Brands on Facebook

With 2012 officially closed, it’s time to announce the Track Social Awards, acknowledging the Brands that topped our metrics based on 12 months of hard data.

In this article we look at the Facebook Category, which is for performance by the individual Facebook Pages of Brands. Note that by including “Brands” only we are excluding celebrities from these awards.

In the near future we will release awards for Twitter and other platforms.

So let’s get to it, starting with the award for Facebook Overall Performance.

Overall Performance

Facebook – Average Daily Score: 54.4

With an IPO and significant expansion in its advertising platforms and other revenue targeted offerings, Facebook Inc had a busy year by any measure.

Facebook mFacebookay not not maintain the most creative, active, or interesting Facebook presence, but it does out-muscle its competitors by sheer scale and notoriety.

Overall Performance is Tracks Social’s summary metric of all data related to brand activity. It incorporates all the data we collect from Facebook, weights it, and puts the result on a scale where 100 represents a notional optimum performance. Scoring 54.4, with the next best being YouTube at 34.6, the Big f is hard to beat on it’s own platform.

Overall Engagement

Subway – Average Daily Score: 16,012.9

Some would argue Engagement is the most important metric in social media marketing, given that social networks are all about interaction. If you can’t compete on Audience and Buzz with larger brands, Engagement is about using the audience you have effectively. Track Social’s Engagement scores are a measure of response per content item per audience member, so in theory a smaller brand can get great results without a massive audience (see the Engagement Top Ten of our full Track Social Awards page for some examples).

The Engagement Leader for 2012 is Subway: a large brand that does an incredible job at getting their audience to respond to them.

A combination of strategic product related posts, zen-vibe lifestyle images, “sub humor” and direct promotional marketing gets the social mix right for Subway. But perhaps the biggest secret to their success is consistency – posting throughout the year, hitting every important cultural and calendar event, and understanding what their audience wants to hear.

Isn’t this baby cute enough to eat?

Photo: How cute is our teeniest lil’ fan? What’s your fave costume?

Overall Buzz

Facebook – Average Daily Score: 402,254,499 

Track Social’s Buzz score incorporates a variety of metrics from Facebook that relate to how much discussion about a Brand is taking place, including Facebook’s own Talking About score. Not surprisingly Facebook itself generates a lot of buzz on Facebook. The Top Ten reveals other big brands such as Disney, Walmart, MTV and Coca-Cola also do well in this category.

 

Most Likes Per Day

Disney – Average Daily Likes: 74,211.4 

Photo

With a veritable universe of content to choose from, Disney has some built-in  advantages in the Likability game.

However they follow through with great success, producing  consistently viral posts throughout the year, that focus largely on their popular characters, movies, games, and theme parks.

Clearly Disney fans have an insatiable appetite for cuteness, quirkiness and wholesome rascaliness, allowing the entertainment mega-brand to rack up more than 74,000 Likes on their posts per day.

 

Most Comments Per Day

Fox News – Average Daily Comments: 7,443.5

Buoyed by a major political event, the fans over on Fox News were fired up throughout the year, inspiring extremely high levels of post commentary.

This post was not one of the more popular with their fans:

Photo: Fox News projects President Barack Obama will win enough electoral votes to win a second term.

 

Most Votes Per Day

Subway – Average Daily Votes: 2,503.5

Contributing to their overall success in the Engagement category, Subway was a Brand that used the sometimes ignored Facebook Poll to great effect throughout the year.

 

 

Most New Fans

Facebook – New Fans (Page Likes): 26,712,117

On social networks, the popular
just keep getting more popular.

Most Likes On A Post

CoverGirl – Likes: 1,278,492 

This feel-good gesture from Covergirl caught a sharing wave, perhaps fueled by a TV tie-in, ultimately scoring the crown for the most liked post by a Brand on Facebook for 2012.

Most Comments On A Post

Facebook – Comments: 130,066

Who’s a popular little birthday network?

 

Most User Posts Per Day

YouTube – Average Daily Posts: 440.0

While some companies still choose to close off their pages, not allowing users to post publicly to them, YouTube has an open door policy that is highly trafficked.

What it all means is another question.

With everything from important commentary like “YouTube is the best of all people”, to people stopping by to say “Hi”, to people stopping by to say “Hello” to people that said “Hi”, we are betting on it all being a sophisticated stream of consciousness experiment by YouTube management.

 

 

 

 

If this wasn’t enough for you Track Social has even more Facebook Awards as well as a Top Ten for each award on the Track Social Awards page.

Stay tuned… in the near future we will release awards for Twitter and other social platforms.

Track Social, the leading social media analytics platform and consultancy, offers extensive social monitoring and reporting solutions for small businesses and enterprise clients.

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Top NFL Teams on Facebook

This season’s NFL scores are in – but we’re not talking about the playoffs. Another kind of pro football competition happens everyday, and this one’s not measured in yards and touchdowns but in Facebook Fans and online engagement.

Tim Tebow memes notwithstanding, when it comes to social media, pro sports teams have an inherent advantage over other kinds of brands. For one thing, NFL franchises don’t have to worry about converting run-of-the-mill consumers into enthusiastic “Fans” – that’s already in the bag. And since sports fans live and breathe the ups and downs of their teams, social media is perfectly suited for the kind of fan-culture engagement that keeps sports franchises healthy and profitable.

But that doesn’t mean NFL teams don’t have to work at their engagement strategies to keep real-world fans active online. Here’s a look at how the top 5 NFL teams on Facebook are keeping their fans engaged:

1) Dallas Cowboys: 4,204,020 Facebook Fans 

While it could be just a coincidence that the NFL’s most “Liked” team is also it’s most profitable, the enduring strength of the Cowboy’s brand (despite its ups and downs on the field) allows it to use its Facebook wall as yet another revenue-generating advertising space. Besides the posts about players, coaching changes and game analysis – standard fare on every NFL team Facebook page – the Cowboys are that rare juggernaut of a brand that can also put up explicitly sponsored Facebook posts without squelching Fan interaction. A recent post titled “Gatorade Trivia Time,” for example, asked Fans to guess how many flavors of Gatorade were stocked in the team’s training facility soda machine. In just nine hours over 6,000 people responded. The grand prize? A game towel. The moral of that story? Don’t mess with Texas.

2) Pittsburgh Steelers: 3,819,933 Facebook Fans 

Like the Cowboys, the Steelers enjoy a committed fan base spilling well beyond their neck of the woods, and the Steelers’ Facebook page serves as a hub for the far-flung Steeler Nation. The Steelers post about 2-4 times per day, except on game days when they post regular live game updates on their Wall, giving Fans a chance to comment on the ecstasies and the agonies. And for Steelers fans, well, we know which one they feel more often.

3) New England Patriots: 2,824,822 Facebook Fans 

Clocking in at number three, the Patriots feature a recurring Wall Post called “Ask A Pat” in which Fans are invited to submit a question to a designated member of the team:

Six-time Pro Bowl guard Brian Waters is this week’s Ask A Pat! Post your questions here & he’ll film a video response tomorrow.

It’s a great way to generate comments, connect fans with players, and highlight video posts – even if they aren’t always particularly profound.  Case in point: “Aaron Hernandez talks about his most meaningful tattoo in this week’s Ask A Pat video.”

4) Green Bay Packers: 2,533,878 Facebook Fans 

With deep roots and a storied history, this small-market team enjoys a passionate following well beyond Wisconsin. In fact, “Packers Everywhere” is the name of a recently launched official fan site where the Packers often link their Facebook posts. And linking seems to be one the Packer’s engagement strategies; almost every Wall Post ties back to Packers.com, keeping fans securely inside the Green Bay loop. We were heartened to see one link that somehow just seemed so…Wisconsin:

Get your Pack Attack Mac, Brat Bites, and Cheesehead Beer Bread recipes at the all-new Packers Everywhere Online Cookbook! Submit your own recipe or check out others at the only cookbook made exclusively by Packers fans.

5) New Orleans Saints: 2,354,740 Facebook Fans 

Who Dat? Over 2.3 million Facebook Fans, that’s who! The Saints are another small-market team consistently hitting above its weight, both in athletic performance and in its branding. The city of New Orleans and its place in our popular imagination might have something to do with that, or maybe it’s just that the Saints are the most, as they might say in the South, loquacious, of the top five teams. The Saints sometimes post as much as twelve times per day. Online, as in the bayou, the conversation never stops.

As for the rest of the pack, our scoreboard finds eleven other teams with Fan numbers above the 1,000,000 mark, but a full eight teams still haven’t broken the 500,000 threshold. While some of these stragglers are relatively new franchises compared to our top five, we were surprised to find the venerable Buffalo Bills coming in at number 30. Looks like somebody’s got some work to do in the off-season.

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The Track Social Awards: Best of 2011

2011 was a thrilling year in social media!  Once again, audience interaction is up and smart brands are finding new and innovative ways to engage consumers online.  To name just a few of the year’s notable trends, we saw the growth of social mobile gaming, dynamic coupons, and consumers sharing friends lists to gain greater interaction and enjoy the perks.

Now that 2011 is officially closed, it’s time to announce the Best of 2011 Track Social Awards, acknowledging the brands that stood out and achieved the greatest social media success in a very competitive year.  These awards aren’t just a matter of insider opinion though.  They’re backed up by a year’s worth of hard data.  So after lots of number crunching, fact checking and double-checking, we’re pleased to congratulate the 2011 winners!

The big winner this year is Disney [ ], sweeping three of our most coveted prizes including the Grand Award for Annual Social Media Audience Growth.  With 23,135 new interactions per day, Disney demonstrated its social media marketing prowess and proved that even the most well-established brands aren’t just resting on their laurels.  Winning engagement is a daily endeavor and big brands have to work more creatively than ever to remain in the spotlight and stay relevant.

Much of Disney’s social media success owes to its Facebook dominance.  Disney took the top spot in two of our most important Facebook Awards for 2011.  With a remarkable 17,716 New Fans Per Day, Disney wins the Facebook Audience Growth Award, a much coveted marker of online success.  They’ve also picked up the Facebook Likes Per Post Award with a phenomenal 30,291.9 Likes per post.

Facebook [] snagged itself the Facebook Comments Per Post Award.  The social media giant’s posts garnered an average of 4,346.2 comments per post, ensuring that the world’s most popular social network remains a talked-about and talked-to brand.  Keeping users logged-on, engaged, and active is Facebook’s bread and butter, so whether those comments were positive, negative or neutral, this level of engagement is what maintaining online relevance is all about.

The prize for Facebook Comments Per Post Per Fan Award – which takes into account the relative size of a brand’s Facebook audience – goes to the Casa Monica Hotel [] in St. Augustine, Florida.  With 10.7 comments per post per 1000 fans, the Casa Monica Hotel is a great example of a small, niche brand effectively using social media to achieve big results.  This castle-like hotel keeps their loyal fans active by posting information not only pertaining to the hotel, but everything from the happenings in St. Augustine, to Monday Night Football.

Another small brand, Swiss engineering firm Holcim [] picked up the Facebook Likes Per Post Per Fan Award with 19 Likes per post per 1000 fans.  What a surprise for an engineering firm to collect so many Likes and keep their fans engaged, well done Holcim!

2011 was a big year for Twitter.  Brands utilized this social media more than ever and Vogue Magazine [], ever the trend setter, stood out this year by winning the Twitter Audience Growth Award for picking up 810,060 new followers.

And with the increasing use of Twitter as a critical customer service tool, Continental Airlines (now United Airlines) [] demonstrated its Twitter skills by picking up the Twitter Retweets Per Tweet Award with 212.0 retweets per tweet.  Their consistent and constant interaction with followers has sure scored them a lot of retweets!

Likewise, Apache Software Foundation [] gets our kudos for winning the Twitter Retweets Per Tweet Per Follower Award.  With 3.76 retweets per tweet per 1000 followers, ASF is clearly providing Twitter content its followers are using and passing along.

If there’s one thing we can reliably predict for 2012, it’s that social media achievements will continue to drive brand success in the twenty-first century.  A hearty congratulations to our 2011 winners, and a very social 2012 to all!

Disney’s Track Social Profile
Facebook’s Track Social Profile
Casa Monica Hotel’s Track Social Profile
Holcim’s Track Social Profile
Vogue Magazine’s Track Social Profile
Continental Airlines’ Track Social Profile
Apache Software Foundation’s Track Social Profile

 

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Such a thing as a Free Lunch

Romano’s Macaroni Grill more than doubled their Facebook Audience from 60,000 to over 140,000 within 2 days by offering a free lunch on Friday October 7.

See Track Social Award Here.

The Macaroni offer contended to offer an entirely free lunch, despite the long held belief that there ain’t no such thing.

We certainly hope that Romano’s followed through on their offer of a legitimate free lunch and that “Choose 2″ didn’t turn out to refer to 2 after dinner mints. We wouldn’t say that 100,000 Facebook Fans can’t be wrong, but you probably don’t want to upset them.

As of October 10 the Romano’s Facebook Wall was still standing, mostly happy, and more than double its previous size – so we assume event was a success!

 

 

 

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Capital day for Capital One!

Partnering with Zynga, the social gaming giant, Capital One increased their social media audience by over a half million people in just one day!

Integrating their brand within ever popular games, like FarmVille, CityVille and Pioneer Trail, Capital One received access to roughly 100+ million Zynga users.

As well as offering in-game rewards directing them to Capital One’s Facebook page, Capital One offered branded game incentives to Farmville, CityVille and Pioneer Trail to “like” their page. And so they did…

Capital One drew in impressive results:

  • 9/22/2011 Increased Facebook fans by 511,026 in one day
  • 9/25/2011 Wins Track Social Award for increase of 732,912 in Social Media Audience in a week

Now the question: will these gaming fans like the Capital One product as much as they like a Farmville goat?

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