Top Social Brands exposed – what the statistics really mean

The ongoing attempts of social media marketeers to hype themselves may be failing. The much-discussed Top 50 Social Brands is no such thing. Yes, Social Radar may have done all the right things in terms of gathering information, but the results are disastrous.

First of all, the numbers. As the chart below clearly shows, only the Top 10 have any real significance. Thereafter everything is squabbling over half percentage points. Being below No.15 and being below 16% “score” of the leader is irrelevant.

Excerpt from Top 50 Social Brands

Excerpt from Top 50 Social Brands

The next issue concerns the Top 3 – they are enablers. The product or service of Twitter is not social media – only 4% of tweets are retweets, therefore tweets are an online soapbox. Tweets are a public version of a text message – 96% are ephemeral and inconsequential.

Google is also not social media. Google gathers information about web content, whatever and wherever. There is no social structure or filtering and therefore no social media benefit. Providing a list of 33,900,000 results of a search for “social media” is meaningless.

Facebook is an extensive federation of private clubs, each discussing their own introspective interests. Millions of people have joined Facebook, but millions of people have also joined large denomination churches. To say one is social media and the other not is to reveal the fallacy behind the way statistics are being filtered.

Excerpt from Virtue 100 Top Social Brands

Excerpt from Virtue 100 Top Social Brands

There are some very interesting and relevant results in the surveys, however. And they’re all from the same supplier:

  • iPhone
  • Mac
  • Apple
  • iTunes
  • iPod

For any one brand to receive multiple entries in the Top 10 lists of social media from a variety of sources is of enormous importance. Apple have dominated every sector of business they enter in terms of quality. They have consistently been the Rolls Royce of computer companies, but iTunes revolutionised digital music and went on to become the leading retailer.

The iPhone revolutionised mobile phones, bringing the Macintosh quality, ease of use and market-leading features to set levels well above those previously achieved. Similarly the iPod set new standards of quality and profitability for portable digital music players.

BUT and this really is a big BUT, which other brands appear on both lists in the Top 15?

None? So we’ve said a score below 16% of the leader is irrelevant. We’ve said the Top 3 of the Social Radar list are not “true” social brands, which seems to be supported by Virtue who say: “The Vitrue 100 is measuring companies that are using social technology, not those who are the technology.”

We would argue that YouTube should be included in the Virtue results as it provides actual product and its service is public and definitely one of the best examples of social media.

In short, then, there are only two TOP social brands – Apple and YouTube. Let’s see what 2010 and the rest of the twenty-tens reveal.