- Total number of brand mentions received.
- Sentiment score.
- Conversations about the brand during the past month containing the word “love.”
Hootsuite said in a release announcing the November Love List:
CPG (consumer packaged goods) brands reigned supreme in the October Love List, but in November, social’s love was directed at media and entertainment brands, with four landing in the top 10. MTV took the No. 1 spot thanks to a boost from its EMA (European Music Awards) show that was held Nov. 9 in Scotland. The show had its own Twitter handle and hashtags, and there was no shortage in of live-tweeting and engagement during, and leading up to, the event — the “Artist on the Rise” category winner was even determined by voting on Twitter. By actively using social to cultivate a passionate fan base and create interactive experiences, MTV saw major “love” on social, earning the No. 1 spot on the second edition of The Love List.
Continuing the trend we saw in the October edition of The Love List, fan favorites performed well again in November. Brands like VH1, The CW and MTV have cultivated a passionate audience through a number of techniques like social contests, giveaways and tweet-to-vote-style competitions that have fans uniting around a shared cause. Another trend that extended through November was the lack of luxury brands landing in the top 50 — only Chanel made the cut. Last month we predicted that holiday wish lists might move aspirational and luxury brands up in the rankings, but instead broadly popular brands once again dominated The Love List, indicating that brand accessibility rather than brand desire is a key component to cultivating social media love.
The top 10 on the November 2014 Love List: