Brand identity is important to every business, and having an active and thoughtful social media presence is a great way to establish your identity on the Web. Some brands, however, do social media better than others.
That's why popular social media management platform Hootsuite is launching The Love List — a new, recurring monthly report that lists the Internet's most-loved brands.
How does the report work? Hootsuite uses data from social monitoring and analytics solution uberVU via Hootsuite and ranks more than 450 of the world's top brands based on their social media reception. The data has three key points: the total number of brand mentions received, the sentiment score for the particular brand and the percentage of social conversations about the brand containing the word "love" over the course of each month. Brands are then given a score between 1 and 100 based on this data. [10 Brands With More Than 100,000 Instagram Followers ]
So what are the most-loved brands from last month? Hootsuite's October 2014 report listed the following:
- Renaissance Hotels
- Trip Advisor
- The CW
- West Elm
It's no surprise that Dove tops this list, given the success of the company's Real Beauty campaign, which encourages women to be more body-positive. Women are more active on social media, according to a 2014 Pew research study, and according to Hootsuite's data, 78 percent of all conversations about Dove were by women.
Mark Pascarella, the general manager of uberVU via Hootsuite, said that the brands that topped the list found successful ways to cultivate a passionate fan base.
"The top brands ran inspiring or amusing campaigns (Dove, Friskies, Renaissance Hotels), creating buzz and fan engagement through contests or giveaways (Kohl’s, West Elm, TripAdvisor), and targeting an outspoken audience that feels invested in spreading the word for their favorite brands (The CW, Avon, Twitter)," Pascarella said.
The Love List will update each month and will showcase which brands have moved up or down in rankings based on the data Hootsuite measures.