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The Web is Human – Tales of Authenticity

[ 0 ] November 21, 2011 |

Given the strength of employees, activity and investment, you would think businesses and their brands would have an unfair advantage in building exposure and engagement in social spaces. Wrong you are.

81% of Twitter‘s top followed accounts and 51% of Facebook top fanned accounts are in fact people not organizations  (followers are a bad proxy for success in these areas but most publicly available stat).

The learning is not that brands aren’t followable but that on the social web,  BUT that people want to embrace real genuine conversation not just PR spokespeople.

Amongst the sea of celebrities, politicians, musicians, athletes (we’ve also excluded tech hubs and media sites) here is a list of the top organizational brands that stand out, ranked by followers or fan counts:

Top 10 Brands on Facebook

#11 – Coca-Cola – 29,150,000 fans

#12 – MTV - 28,964000 fans

#22 – Disney - 24,786,000 fans

#27 – Starbucks – 22,649,971 fans

Oreo -23,462,000 fans

Red Bull – 23, 290,000 fans

Converse All-Stars – 20,978,000 fans

Skittles - 19,575,000 fans

Playstation -18,032,922 fans

Pringles – 16,101,033 fans

Top 10 Brands on Twitter

#84 NBA  – 3,183,000 followers

#115 NFL – 2,495,000 followers

#121 The White House - 2,394,000 followers

#158  Whole Foods Market – 2,105,000 followers

#200 Zappos – 1,875,000 followers

#210 Starbucks - 1,834,000 followers

#238 Threadless – 1,681,000 followers

#243  JetBlue – 1,662,000 followers

#263 Dell Outlet – 1,575,000 followers

#274 World Economic Forum – 1,531,000 followers

Even consider the curious state of the Livestrong charity  – although numbering 1.5 million fans on Facebook when it turns to Twitter, both their CEO Doug Ulman (@livestrongceo 1,044,000 followers) and celebrity face (@lancearmstong 3,044,000 followers) outfollow the official brand page (@livestrong  anone to shabby but trailing 157,000 followers) . People > faceless entities again.

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Category: Resources, Wikibrand Guidebook, WikiBrands in Action, Wikibrands Insights

About Sean Moffitt: Managing Director, Wikibrands and President/Chief Evangelist, Agent Wildfire View author profile.

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