Winning the Social Media Popularity Contest

Updated: December 15, 2010

The Alinean social media popularity findings highlight distinct differences in popularity based on company practices and customer profiles, with many companies and industries displaying an enormous leveraging of social media versus peers. As social media grows in use, promotional power and business value, the most popular companies will have a distinct competitive advantage in revenue generation, marketing efficiency and return on marketing.

The study found that the companies that are the most popular overall in social media are centered in a few industries (on average), especially:

  1. High Technology
  2. Consumer Products
  3. Retail
  4. Travel
  5. Media and Entertainment
  6. Hospitality
  7. Automotive

Industries found to have companies with the least overall social media popularity (on average) include:

  1. Energy
  2. Utilities
  3. Wholesale & Distribution
  4. Pharmaceuticals
  5. Healthcare
  6. Chemicals
  7. Professional Services / Service Providers

The difference between most popular and least popular industries is dramatic, with the most popular industries being over 1,000 times as popular as the least popular industries. Within different industries, performance of individual companies is even more dramatic, showing the maturity and investment payoff (at least in terms of affinity) of certain companies versus others, and how far behind many individual companies are from the leaders.

Examining the reasons for popularity, the study highlights five important factors for large enterprise social media popularity:

  1. Important and timely content marketing to support social media collaboration, including the development and communication of breaking news, blogs, reviews, thought provoking points of view, research, and entertainment.
  2. An interactive dialogue with an active and engaged user base, with monitors and representatives responding to / collaborating with participants on a timely and personal basis.
  3. Special deals, discounts, contests and giveaways to promote, targeting frugal buyers (both business and consumer) who are seeking the lowest price, fastest payback and best value from every purchase in this current "age of austerity" (a condition we call Frugalnomics).
  4. A strong and passionate "lifestyle" brand connection to its user base.
  5. A natural demographic alignment with social media participants.
Featured Research
  • The New 2017 Phone Systems Comparison Guide

    It was a painstaking process, but to help B2B companies start 2017 off on the right foot, we recently compiled a comparative list of the top 34 business phone vendors in the world. In one, easy-to-reference location, we’ve neatly outlined the information you need. more

  • Best Practices for Contact Center Quality Assurance

    A contact center often brings about a prospect’s first real-time interaction with your company. As such, if it’s not a positive one, they’ll likely look elsewhere for help. With 69% of Americans more inclined to recommend a company to friends and family after a positive customer service experience, you’ll need to exceed expectations on the following fronts. more

  • How to Make Your Contact Center More Efficient

    There’s a very good chance that your contact center is underperforming. With consumer preferences continuously changing, strategies that were once effective now result in too many unsatisfied customers. Fixing this problem involves reviewing your current procedures and optimizing them to drive better results. more

  • 8 Common Pain Points UC Eliminates

    Many businesses rely on a collection of communication tools that they adopt to address specific needs as they arise. This strategy may seem to work in the beginning, but eventually will lead to a system that is cumbersome to use, difficult to explain to new hires, expensive, and effective in some areas, but full of gaps. more

  • Your Guide to Social Customer Service

    Did you know that 67% of online consumers have used social media for customer service purposes?Unfortunately, many businesses ignore social mentions because they don’t know how to handle them appropriately. This is a problem because managing and responding to these mentions can make or break your brand. more