Analysts have begun to realize that there is a strong link between a brand’s presence on social media and the revenue it generates. Research is also showing that Twitter is overtaking Facebook as the medium of choice for building this brand presence.
Social media platform Wetpaint and digital consulting firm Altimeter Group conducted a study of the world’s top 100 brands, with regards to their interaction with consumers through the social media sites and their level of revenue generation.
The results, which were revealed recently, show that companies with the highest level of presence on the social media registered an impressive 18% growth in revenue in the last year, while companies with poor or no presence on social media sites registered a drop of 6% revenue in the same time period.
A lot more than just social media presence contributed to the above rises and falls in revenue, but social media awareness definitely did play a role in the overall fortunes of the companies involved.
The top engaged brands were as follows:
- Thomson Reuters
- Intel and Yahoo! (tied)
The only brands that added links in their email marketing messages to social media sites such as Twitter, Facebook and MySpace were Pepsi, Sony, The Gap and Hewlett Packard.
In the same time period, the ratio of number of emails linking to Facebook and to Twitter has reversed.
In 2007, 215 campaigns were linked to Twitter and 729 campaigns were linked to Facebook.
In 2008 Twitter had 2,540 campaigns and Facebook had 12,650 campaigns.
However in 2009 Twitter has received 41,399 campaigns until June, while Facebook has received 41,052 campaigns during the same period.
Twitter had been trailing behind Facebook in January and February 2009. In March the two companies were running neck and neck. However since April, Twitter seems to have established a clear lead over Facebook.