Study Defines What It Means to Be a ‘World Class Social Brand’

Weber Shandwick and Forbes Insights have released the results of “Socializing Your Brand: A Brand’s Guide to Sociability,” a survey of 1,897 senior execs from around the world with a focus on what it means to be a “world class brand” in a digital world.

According to the findings, “a world class social brand means interacting with target audiences and creating original content that heightens the interactive experience, going beyond broadcasting news, deals or events.”

“To be a fully socialized brand, leaders need a new blueprint; one that factors in both proper internal structure as well as external programming that help people be informed and identified with brands they engage online,” Chris Perry, Weber’s digital president said in a press release statement. (He also wrote a column about the survey for Forbes.) Respondents were surveyed online to gather data.

The image above is part of an infographic that you can see in full here. Included in that infographic are nine indicators that you’re looking at a world class social brand including a consistent and integrated “brand personality” and flexibility. The results found that almost twice as many world class brands have made alterations to a product or service based on recommendations from its audience.

And while executives across the globe are eager to dive into social media, there are some regional differences. For example, businesses in the EMEA region (62 percent) are least likely to have a social media manager versus other regions (77 percent in North America, 70 percent in APAC, and 78 percent in Latin America), according to the survey.