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Analysis of the activity of brands in social networks

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Analysis of the activity of brands in social networks

The Study “Top 50 Brands in social media” of the IAB aims to make an x-ray of the Social Media sector in Spain. We tell you the main conclusions.
On February 25, the Study Top 50 brands in social media was presented at the Círculo de 波斯尼亚和黑塞哥维那电话号码列表 Bellas Artes in Madrid , which aims to make an X-ray of the Social Media sector in Spain . The study arises from the need of the IAB Spain, Ontwice and Gestazión to standardize a model for measuring brand activity in social media. They apply the PRGS model (Presence, Response, Generation and Suggestion) , which takes into account the following metrics for the analysis of activity in social networks:

And they do it on the 50 brands of the 10 market sectors that invest the most in digital advertising : Food, Automotive, Beverages, Beauty and Hygiene, Culture and Media, Distribution and Restaurants, Games and Gambling, Public Services, Telecom and Technology and Transport and Tourism. From this analysis the following conclusions about the social media sector in Spain are deduced : Presence The volume of brand fans has grown by 30% in the last year, reaching an average size per community of 452,270 users . The most prominent sectors in terms of community volume are Distribution and Restoration. In fact, of the 50 brands analyzed, Fox, El Corte Inglés and Durex stand out, and the brands have multiplied their activity on social networks by 5 , generating an average of 532 content per month.

Answer Users have multiplied by 3 the response to the content of the brands they follow. Due to the number of responses generated, the Culture and Media sectors stand out, with Universal, Warner and Coca Cola in the lead. In the last year, the content generated by users (UGC) and linked to brands has multiplied by 12 . In this field, the Telecommunications and Technology sector stands out, with Sony, El Corte Inglés and Orange leading the way in terms of the number of content generated by 点击帖子 their own users. Increasingly, social media is the preferred channel for users to recommend brands. So much so that in the last year the generation of suggestions has multiplied by 8 . The Culture and Media sectors are the ones that generate the most recommendations, being relevant in this Universal field, the AECC and Bwin.

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