Making sense of the Top 50 Brands
Steve Richards,
MD,
Yomego
Hundreds of social media monitoring tools exist. Some are stat-tastic. Many are free. A few even paint pretty pictures.
But it’s tricky to gauge performance against others in your sector. The amount of data is often inaccurate and baffling.
And it’s often left to the client to derive any meaningful insight. So we set out to find a service that did all these things.
We couldn’t find one, though, so we created one.
Our Social Media Reputation (SMR) score provides a benchmark to gauge brands’ respective popularity that transcends
sectors. Sentiment analysis is vetted by an expert team briefed on your particular marketing objectives. The score is then
derived by averaging the noise around a brand ('reach') with its popularity ('satisfaction'). We then compare the numbers
from the last month to the previous three months to apply a topical adjustment ('recency'). An algorithm and some more
human analysis later and an SMR score is born (see full methodology).
But beyond the scoring, Yomego’s SMR service provides clients with a monthly report containing analysis of the stats,
edited highlights from key influencers in your sector and a prioritised list of recommendations. Opportunities and threats
are spotlighted and findings can be aligned with your wider marketing KPIs.
This is the first Yomego 50 Top Brands in Social Media league table. It’ll need some refinement over time but it does
reveal some real and useful insight into the performance of the UK’s biggest brands in social channels. Over the following
pages we’ve asked contributors to highlight reasons why some brands have done better than others.
The league table will be updated regularly at mysocialmediareputation.com, together with some mini-leagues for specific
sectors. If your brand isn’t mentioned and you’d like a trial run, please drop me a line.