Why Ebay and Microsoft Fare Better in Social Media Than Apple and Starbucks
EBay has a better social media profile among users of Facebook, Twitter and so on than Apple (AAPL), Google (GOOG), or Blackberry, according to a ranking by Yomego, a research agency. The survey contains a lot to disagree with -- does Microsoft (MSFT) really have a better rep in social media than Starbucks (SBUX)? -- but broadly it suggests that a consistent approach to social media pays dividends. The survey calculates reach, recent activity and "satisfaction," via a secret algorithm soup (click to enlarge image).
Ebay comes out on top because the company conducts much of its internal communications through a set of social media intranets. It's also an old hand, having set up community forums for its users in the late 1990s. According to Vikki Chowney, who wrote part of the Yomego report:
Perhaps it's because of the popularity of sharing news of bargains with friends via social media; maybe it's something more integral to the site's openness in terms of how it conducts itself online. Either way, the fact that Ebay's reach exceeds that of Steve Jobs' mighty empire is astonishing.Apple is No. 2, despite having virtually no presence on Facebook and similar media. It doesn't "do" social media because it doesn't need to -- its fans form a vast volunteer army of their own. But with CEO Steve Jobs sidelined through illness (and maybe not coming back), Apple faces tougher times ahead. It may have to get with the program, eventually. Here's a graphic of the full list (click to enlarge):
Toward the bottom of the list, Yomego ranks Smirnoff at No. 45. The company aired a TV ad featuring a URL that didn't exist, apparently, and had to pull back from the web following the underage drinking issues and the "bros icing bros" trend. The company needs to get off the peaks-and-valleys cycle of event-oriented marketing and develop a consistent long-term strategy, Yomego suggests.
Similarly, Yomego marks Corona (No. 49) as a loser because it's trying to become the most-liked beer on Facebook, giving away prizes at each milestone:
This is comparable to a child giving their classmates lollipops in an attempt to get them to like them. What happens when all the sweets run out? Giving away free stuff is not a social media strategy.I disagree. People like free stuff. If the T-shirts are tasteful enough, consumers will be wearing them for years (at least at the gym). And Corona's Times Square billboard event -- in which your face appears on its giant electronic screen if you "like" the brand on your mobile phone -- was totally charming.
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