Every once in a while, someone comes along at just the right time and at just the right place and knocks it out of the park. So be it for the Wetpaint and Altimeter Group, who have just released their ENGAGEMENTdb Report.

The report, compiled in part by Charlene Li who co-wrote Groundswell, has taken the top 100 brands based on the Businessweek/Interbrand Best Global Brands study and analyzed which ones do the best job using social media to engage their customers. Each brand fell into four engagement profiles:

1. Mavens: These brands were engaged in seven or more channels and have an above-average engagement score.
2. Butterflies: These brands were engaged in seven or more channels, but have lower-than-average engagement scores.
3. Selectives: These brands are engaged in six or fewer channels and have higher than average engagement scores.
4. Wallflowers: These brands are engaged in six or fewer channels and have below-average engagement scores.

The social media channels that were part of the study include:

• Blogs
• Branded communities (e.g. the 60 Second Marketer community)
• Content distribution to other sites
• Discussion forums
• External social network presence
• Flickr/Photobucket
• Innovation hubs
• Wikis
• Ratings and reviews
• Twitter
• YouTube

Over 40 attributes for each of the 100 companies were evaluated. After scoring each company’s social media engagement, they also reviewed the latest business results and tested their hypothesis that social media engagement goes hand-in-hand with financial success.

The entire report is available on the ENGAGEMENTdb website, which, by the way, is an absolutely stunning website.

We’re still reviewing the details of the report and will get back to you soon with a 60 Second Marketer rundown, but we’d encourage you to download a copy of your own to study.

Bravo, Wetpaint and Altimeter Group!

Wednesday, July 22nd, 2009, 11:40 pm   |   Social Media  |  RSS feed |  Respond  |  Trackback