Do you know if your brand is loved on social? True brand health is based on more than success in one social metric or sheer popularity-there is a big difference between Like and love. To find which brands seeing "love" on social, we went beyond fans and followers to focus on several different social metrics that showcase the reaction to brands across the social web. Using uberVU, Hootsuite's listening and analytics solution, we've created The Love List, a collection of social data that ranks over 450 of the world's biggest, most valuable brands.
CPG brands reigned supreme in the October Love List, but in November, social's love was directed at Media and Entertainment brands with four landing in the top ten. MTV took the number one spot thanks to a boost from its EMA (European Music Awards) show that was held on November 9 in Scotland. The show had its own Twitter handle and hashtags and there was no shortage in of live-tweeting and engagement during, and leading up to, the event-the "Artist on the Rise" category winner was even determined by voting on Twitter. By actively using social to cultivate a passionate fan base and create interactive experiences, MTV saw major "love" on social, earning the number one spot on the second edition of The Love List.
Continuing the trend we saw in the October edition of The Love List, fan favorites performed well again in November. Brands like VH1, The CW and MTV have cultivated a passionate audience through a number of techniques like social contests, giveaways and tweet-to-vote-style competitions that have fans uniting around a shared cause. Another trend that extended through November was the lack of luxury brands landing in the top 50-only Chanel made the cut. Last month we predicted that holiday wish lists might move aspirational and luxury brands up in the rankings, but instead broadly popular brands once again dominated The Love List, indicating that brand accessibility rather than brand desire is a key component to cultivating social media love.
