According to Famecount, adding up a brand’s Facebook fans, Twitter followers and YouTube subscribers provides insight into the brand’s popularity. Describing themselves as the world’s first media measurement service to aggregate online popularity across multiple social media channels, Famecount released the results of a study conducted on June 2, 1010. There are a lot of represented brands and some surprising successes in the list, shown after the jump.
In examining aggregate figures across the three sites and equating the number of connections with popularity, Starbucks came out on top of all other consumer brands with 7.4 million Facebook fans, 901,925 Twitter followers and 6,509 YouTube subscribers resulting. Apparently, those on social networks are thinking a great deal about food, because after Starbucks came Coca-Cola, Whole Food Market, Skittles, Oreos and Red Bull. A cluster of non-food/beverage brands followed – Zappos.com, JetBlue Airways, Dell and Woot round out the top ten. It should be observed that, as of the time of this post, the rankings have shifted somewhat on the Famecount site reflecting recent activity.
Another ranking released as part of the study included that media, sports and game brands put Texas Hold ‘Em, a game developed by Zynga, at the top with 19 million Facebook fans, plus 135,234 Twitter followers and 1,017 YouTube subscribers. Zynga’s Mafia Wars was the second highest ranked media brand, attributable, as with Texas Hold ‘Em, almost exclusively with Facebook fans. The study also examined the popularity of traditional and new-media brands across these three channels. Facebook ranked third, bolstered by a quarter million Twitter followers. The top ten ranking continues with CNN, Twitter, the NBA, Family Guy, The Twilight Series, Google and the Onion.
Famecount uses API data from Twitter, YouTube and Facebook for tracking and analysis. “This data is unique in that it gives us for the first time an accurate global ranking of the popularity of brands online,” said Daniel Dearlove, founder of Famecount. “It is interesting to see established offline brands perform so strongly. This highlights the growing importance of social media in wider marketing campaigns, as well as the applicability of these channels to established brands, which may not have had a significant online presence previously. Social networks are helping them to tap into wider audiences and strengthen communications with existing consumers.”
Viewed in isolation, this data may not give a complete picture of popularity. One cannot conclude that someone connects on social media sites with only his/her favorite brands or that once the connection is made that the person is active on the brand’s page. Large numbers of connections could also be an indication of the marketing savvy of the brand to encourage those connections – the person making the connect may never have used the brand. But these statistics have value as part of an overall metric analysis. Jamie Gavin, founder of Jay-G Media, observes, “Going forward, the ability to monitor popularity across social media, as opposed to just visitors to a site, will be very important indeed.”