More brands on social media, but keeping quiet

Tue 20 October 2009 11:05, Bas van den Beld

More brands on social media, but keeping quiet

Research in the Netherlands shows the number of brands on social media is growing. The Social Media Monitor, a research performed twice a year, found that 35 out of the top 100 brands is using social media. This is an increase of over 100% since the last measurement six months ago.

The brands however are not doing very much on the social media platforms. They are there, but not doing anything, most probably because they don't know what to do.

The most used social network is Twitter, 2 thirds of the main brands own a Twitter-account. Second is the Dutch social network Hyves followed by Netlog, Facebook, Linkedin and blogs.

Social Embassy, the organization performing the research also noticed an interesting phenomenon that brands sometimes are present on social media, but fail to show that they are the ones who have set up the social media page.

The brands now mostly use social media for campaigning purposes, which results in social media pages who are updated during the campaign but then left for dead after the campaign has ended.


Finally Social Embassy set up a list ranking the top 100 brands on their social activity., a dutch book selling site does best, followed by Rabobank, ANWB and Radio538. Ford and the national lottery (Staatsloterij) are the worst performing brands in the top 100.

They also made a list of brands who were not moving on social media. There some surprising names like KLM, Ikea and L'Oreal show up.

The complete research can be downloaded here. 

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