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An 18% Increase!

Originally posted: June 3, 2010 by Kenny Eliason. Leave a comment
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Home » Social Media Marketing » An 18% Increase!

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After examining 100 different companies and their social media activity levels, the brands were ranked on an “engagement scale” where scores ranged from a high of 127 to a low of 1. 

Those brands that were the most engaged saw their revenue grow over the past year by 18% while the least engaged brands saw losses of negative 6%.

Four “Engagement Profiles”

The study grouped the brands into one of four engagement profiles

  • Mavens – Brands that are heavily engaged in 7+ social media channels
  • Butterflies – Same as above, but not as engaged
  • Selectives – 6 or fewer channels, but deeply engaged in each
  • Wallflowers – below-average engagement in social media

Out of the top 10 brands engaged in social media, the mavens dominate the list. All of the top 10 are mavens and have seen financial success even in a down economy:

  1. Starbucks (127)
  2. Dell (123)
  3. eBay (115)
  4. Google (105)
  5. Microsoft (103)
  6. Thomson Reuters (101)
  7. Nike (100)
  8. Amazon (88)
  9. SAP (86)
  10. Tie – Yahoo!/Intel (85)

Does Social Media Pay? $$$

This study seems to show that social media pays off in terms of dollars and cents. The most-engaged brands are significantly outperforming their peers across numerous industries in both revenue and profit performance. They have even sustained strong revenue and margin growth in spite of the economy, notes the report.

It’s also worth noting that the level of engagement appears to be a factor, too. The companies deeply engaged in fewer channels (“selectives”) delivered higher gross and net margins than those only lightly engaged in more channels (“butterflies”). It other words, as the report says, “it’s not about doing it all, but doing it right.”

Engagement Chart

The ENGAGEMENTdb Web Site

Along with the complete study, available here, an accompanying web site has also been launched at www.engagementdb.com (no longer in business). On the site, companies can compare their social media efforts with the top 100 cited in the report. They can also opt to detail their social media efforts for inclusion in the online database at the site for future research and study.

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Published: June 3, 2010
Updated: June 17, 2020
Headline: An 18% Increase!
Image: Engagement Chart Height: Width:

Image: Business Types Engaging on Social Media Height: 1080 Width: 1620

Publisher: NeONBRAND https://neonbrand.com
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About the Author
Kenny Eliason
Kenny Eliason
Having grown up the son of a marketer, the skills of the trade are pumping through his blood. When you couple that with his programming and computer knowledge, you get an explosive combination. Kenny has been an avid digital marketer for over 9 years now, often being the first to recognize the hottest trends coming to the market. In his free time, Kenny loves downhill mountain biking. He calls it his "old man sport" since BMX was what he did as a teenager and it's not quite as easy to ride those little bikes anymore. Kenny is also a huge technology enthusiast, specifically when it comes to Apple products - did someone say, fanboy? Those close to him are often asking for help solving tech-related problems which often results with them saying, "man, you can fix anything!"
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