Social media and Socialbakers: a curious list of brands
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It is only recently that this Kat has derived much joy from his LinkedIn account. It indeed occurred to him that accepting an invitation to be in contact with people you don't know very well can be the best way to ensure that you never hear from them again. He has however had better value from some of the LinkedIn Groups. From one such group -- the Trademarks Group-- where Ali Hijazi (AGIP Libya Manager at Abu Ghazaleh Intellectual Property) alerted him to a neat bit of benchmarking, the Socialbakers table of leading brands, listed by the frequency with which they are indexed on Facebook.The chart of the top fifty Facebook-indexed brands looks like this:
| 1. | Coca-Cola | 33 477 843 | +3.68% |
| 2. | Disney | 27 868 060 | +3.16% |
| 3. | Starbucks | 24 400 728 | +2.47% |
| 4. | Oreo | 22 730 963 | +2.69% |
| 5. | Red Bull | 21 916 424 | +2.25% |
| 6. | Converse All Star | 20 545 916 | +2.27% |
| 7. | Converse | 19 798 240 | +2.95% |
| 8. | Skittles | 19 038 735 | +2.37% |
| 9. | PlayStation | 16 959 069 | +2.94% |
| 10. | iTunes | 16 456 449 | +2.55% |
| 11. | Pringles | 15 233 765 | +2.17% |
| 12. | Victoria's Secret | 14 878 782 | +2.42% |
| 13. | Windows Live Messenger | 14 155 819 | +1.08% |
| 14. | Monster Energy | 11 989 970 | +2.99% |
| 15. | Ferrero Rocher | 11 951 838 | +1.45% |
| 16. | Nutella | 10 984 001 | +1.87% |
| 17. | Xbox | 10 956 691 | +3.50% |
| 18. | adidas Originals | 10 726 533 | +2.06% |
| 19. | Dr Pepper | 10 363 623 | +2.86% |
| 20. | Victoria's Secret Pink | 10 212 255 | +2.19% |
| 21. | Starburst | 9 856 099 | +2.22% |
| 22. | ZARA | 9 855 916 | +1.99% |
| 23. | McDonald's | 9 838 920 | +4.66% |
| 24. | Disney Pixar | 9 721 195 | +3.16% |
| 25. | Nike Football | 8 709 300 | +2.29% |
| 26. | Walmart | 8 388 517 | +11.61% |
| 27. | Subway | 7 993 973 | +1.77% |
| 28. | H&M | 7 937 392 | +2.29% |
| 29. | Reese's | 7 922 763 | +3.02% |
| 30. | BlackBerry | 7 825 879 | +5.02% |
| 31. | Burberry | 7 515 846 | +7.46% |
| 32. | Starbucks Frappuccino | 7 410 535 | +3.00% |
| 33. | Taco Bell | 7 390 080 | +2.24% |
| 34. | Levi's | 6 817 581 | +10.89% |
| 35. | Lacoste | 6 304 816 | +2.20% |
| 36. | BMW | 6 301 022 | +2.86% |
| 37. | Mountain Dew | 5 902 974 | +2.71% |
| 38. | DC Shoes | 5 789 384 | +2.55% |
| 39. | Kohl's | 5 597 224 | +8.93% |
| 40. | Puma | 5 483 771 | +1.61% |
| 41. | Sony Ericsson | 5 463 080 | +3.26% |
| 42. | Pepsi | 5 337 576 | +11.03% |
| 43. | Target | 5 318 242 | +5.22% |
| 44. | 5 Gum | 5 205 383 | +2.70% |
| 45. | Gucci | 5 164 814 | +2.88% |
| 46. | Buffalo Wild Wings | 5 039 117 | +1.40% |
| 47. | Forever 21 | 5 010 231 | +2.55% |
| 48. | Ferrari | 4 924 449 | +2.69% |
| 49. | Nike | 4 874 133 | +3.27% |
| 50. | adidas Football | 4 759 128 | +3.74% |
The list is quite different from the leaders that feature in the Interbrand Top 100 brands list in several respects. First, notes the IPKat, no fewer than six brands (Disney, Starbucks, Nike, Victoria's Secret, adidas and Converse) have two separate entries. Secondly, the infotech heavies are definitely out: there's no room for brands like Google, IBM, Intel, Apple, Microsoft, Nokia, Cisco, Samsung, Oracle and SAP. Astonishingly, Nutella is way up there with the best of them, while it doesn't rank on the Interbrand scale at all. "Why be astonished about all this?" Merpel wants to know: "Surely the Socialbakers tells us much more about Facebook users than about the brands themselves -- and much more about the United States than the rest of the world, given that Facebook use seems far more pervasive there".