There exist thousands of social media channels, each with a slightlydifferent value proposition. It is therefore a daunting task to ﬁgurehow to objectively evaluate various marketing efforts across all socialmediums. The Wetpaint/Altimeter Group ENGAGEMENTdb Reportintroduces a single criterion: engagement.
The goals of the study were to measurehow deeply engaged the top 100global brands are in a variety of socialmedia channels and, more importantly,understand if higher engagement iscorrelated with ﬁnancial performance.We found that not only could wequantiﬁably measure engagement,we could also understand how moreengaged companies tap an engagementmindset to perform better. Below aresome of our key ﬁndings.
Depth of engagement can bemeasured.
We evaluated and scored each brand’sengagement in various channelsusing criteria customized for thatparticular type of social media. We alsoexamined how deeply involved differentdepartments and executives were inthese channels. Thus, we looked at notonly at the breadth, but also the depthof engagement.Adding all channel sub-scores togethergives the brand’s overall engagementscore. Understandably, the morechannels a brand leverages, the higherits overall engagement score will be.All of the engagement scores for thebrands are listed in Appendix A. The topengagement score of 127 was earnedby Starbucks, which has presence in 11channels.Charting the companies’ engagementscores against the number of channelsthey are in yields another insight — theaverage depth of engagement asrepresented by two regression lines (seeFigure 1).
Figure 1: Engagement Scores of Top 100 Global Brands
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Many ChannelsOne Channel