Positive and negative comments in groups on social network sites, such as [tag]Facebook[/tag], [tag]Flickr [/tag]and [tag]MySpace[/tag] reveal [tag]Disney[/tag], [tag]Nintendo[/tag] and [tag]Google[/tag] are the most popular brands. This comes from our latest research, [tag]Brands in Social Media[/tag].
[tag]Social networking[/tag] groups are proving very popular in the UK. They are a very public demonstration of the connections between people and brands. Popular groups can quickly swell in numbers and influence large numbers of consumers online.
Understanding the sentiment of brand conversations is crucial. Frequency and popularity in the conversation is meaningless without a clear picture of whether the discussion is positive or negative.
We assessed groups set-up on three of the most popular social network sites: Flickr, Facebook and MySpace. We compared groups against the Interbrand Top 100 Global Brands. Groups that mention the top 100 brands were examined and brand sentiment (positive, negative or neutral in tone) recorded.
Automotive brands had the most loyal fan-based groups, [tag]Microsoft[/tag] the most negative groups and Google hardly any negative comments at all! In fact, most Google groups were either advocating the search engine or explaining ways of using the technology.
The full report will be on our website on Thursday – for those that want the detail.