Who Are The Most (and Least) Engaged Brands on Twitter?

Having the most followers doesn't necessarily add up to an engaged audience.

Engagement is an increasingly important metric for determining the value of social marketing. Pageviews, user signups, and other vague metrics don’t provide enough insight into how a brand, service, or network is doing. SocialRank has compiled a list, the Global Brands Index, ranking brands on Twitter by their level of engagement.

The list is an interactive table, with constantly updating data based on brand engagement and activity from across Twitter. The list was inspired by the Interbrand 100 — a ranking of the world’s most valuable brands.

Total followers, while a somewhat useful metric, should not be the driving force behind your strategy. According to SocialRank, Facebook’s Twitter account has more than 13.90 million followers, but only receives engagement from 11.1 percent of those fans. Similarly the MTV account has more than 12.07 million, but only 26.3 percent of fans engage.

The percentage of followers who engage is a good indicator of how responsive the company is to its customers. Many consumers turn to social media to have their needs met before trying any other platform; companies would do well to keep up with their audience. Highest percentage of engagement was received by @3mNews with 77.1 percent engagement, @Pampers with 60.8 percent, and @Coronaextrausa with 60.0 percent.

SocialRank also compiled lists for other more specific sectors, such as the Tech Company Index, the Retail Index, and the Tech Startups index. In Tech Startups @Addepar, @Counsyl, and @Tapjoy saw engagement with 100 percent of their followers, while Dropbox, Pinterest, and Kickstarter saw the highest volume of followers.

As social media matures, it’s important to concentrate on those metrics that allow companies to react appropriately to their audiences. Adding more followers isn’t enough if those followers unfollow, bad-mouth your brand, or simply don’t engage. It’s time to concentrate on more meaningful metrics.

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