Photo: AlonsoP / Flickr, CC
Which brands most improved their reputations in social media in 2012? And which companies made them worse?We asked the Dachis Group, a social media measurement agency, to tell us which brands got the biggest increases in consumer love, and which lost the most ground.
Dachis maintains a “Social Business Index,” which monitors user sentiment on platforms like YouTube, Facebook, Twitter, Renren, and signals from wikis and blogs. That covers 10 billion social actions and 50 million+ social signals in real-time across 30,000 brands.
We weren’t interested in the brands that are the most or least-loved overall. Coca-Cola and Delta Air Lines will always be among consumers’ top and bottom brands. Rather, we wanted to know which companies got the biggest increase in love — or hate — over the year.
So Dachis measured the amount of “very positive” social media activity from the first three months of 2012 for each brand, and then did the same calculation for the last three months. The result is a ranking of the five companies that gained the most love, and the five that lost the most love.
The 5 biggest social media winners of 2012 (next) →
Dachis says: Starbucks is a perennial top-performer in social and 2012 was no exception. The company's social savvy earned it 19 million new fans and followers in 2012 and its push into at-home and on-the-go products gave all those people something fun to talk about.
Dachis says: Adidas added more than 34 million new fans and followers in just 12 months this year. The company put that audience to good use and benefited from high levels of positive discussion all year long.
Dachis: JetBlue started the year with some tough moments (a pilot's panic attack gave them a rough start), but customer satisfaction and excellent social service during the busy holiday travel season carried the brand to success in 2012.
Dachis says: Strong financial performance combined with a slew of new features made LinkedIn a magnet for positivity in 2012. Positivity like this could help the company move from stern business network to lively communications platform in 2013.
Dachis says: The end of year iPhone 5 and iPad Mini releases overcame early controversies in overseas manufacturing and any lingering effects from the death of Steve Jobs to make Apple the biggest mover of the year.
The 5 biggest social media losers of 2012 (next) →
Dachis says: Zynga struggled to maintain its momentum and diversify its business in 2012. The difficult year was evident in reduced brand discussion and an increase in negativity from product shutdowns that leave the game company with a lot of work to do in 2013.
Dachis says: Fiat suffered through a slow global sales year in 2012. Sluggish sales were reflected in sluggish social activity as the company went in reverse on positive discussion around the web. SBI Rank: 85
Dachis says: Kraft took a stance in support of genetically engineered foods midway through the year and the decision turned their brand into an overall loser for 2012.
Dachis says: 2011 saw a huge bounce for Dominos in brand enthusiasm from their brand relaunch which 2012 just couldn't match. It's a shame they can't redesign their recipes every year.
Dachis says: The news just keeps getting worse for Mitsubishi. Low sales triggered a decision to pull out of the European market and if the levels of negative discussion are any indicator, 2013 doesn't look to be any better.
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