The "Top 50 Brands in Social Media" Study aims to make an X-ray of the Social Media sector in Spain. Discover the main conclusions.
On February 25, the Top 50 Brands in Social Media Study was presented at the CÃrculo de Bellas Artes in Madrid, which aims to make an X- ray of the Social Media sector in Spain .
PRGS model
The study arises from the need of IAB Spain, Ontwice and Gestazión to standardize a model for measuring the activity of brands in social media. For this, they apply the PRGS (Presence, Response, Generation and Suggestion) model , which takes into account the following metrics for the analysis of activity on social networks:
And they do it on the 50 brands of the 10 market sectors that invest the most in digital advertising: Food, Automotive, Beverages, Beauty and Hygiene, Culture and Media, Distribution and Restaurants, Games and Betting, Public Services, Telecom and Technology and Transportation and Tourism.
From this analysis, the following conclusions about the social network sector in Spain are deduced:
Presence
The volume of brand fans has grown by 30% in the last year, reaching an average size per community of 452,270 users. The most outstanding sectors in terms of community volume are Distribution and Restoration. In fact, of the 50 brands analyzed, Fox, El Corte Inglés and Durex stand out. In addition, the brands have multiplied their activity on social networks by 5, generating an average of 532 content per month.
Answer
Users have multiplied by 3 the response to the content of the brands they follow. Due to the number of responses generated, the Culture and Media sectors stand out, with Universal, Warner and Coca-Cola in the lead.
Generation
In the last year, the content generated by users (UGC) and linked to brands has multiplied by 12 . In this area, the Telecommunications and Technology sector stands out, with Sony, El Corte Inglés and Orange leading by number of contents generated by their own users.
suggestion
Increasingly, social media is the preferred channel for users to recommend brands. So much so that in the last year the generation of suggestions has multiplied by 8 . The Culture and Media sectors are the ones that generate the most recommendations, with Universal, the AECC and Bwin being relevant in this field.
Although Facebook is the network most used by brands to create a community (P1), it is on Twitter where they generate more activity (P2) and on YouTube where more user responses are given (R). In addition, Facebook and Twitter are the sites preferred by users to generate content (G) and suggest brands to their contacts (S).