The top 100 brands in social media
The impact of online conversation on the Interbrand Top 100
global brand survey
The immediate future (IF) ‘brands in social media’ research document, now in its second
year, looks to offer topline insight into the growing impact of social media and online
conversation on leading brands. Using the Interbrand Top 100 and Millward Brown
BrandZ rankings as reference points, the IF report represents a snapshot (accurate to
June 2008) of online discussions, sentiment and visibility of some of the world’s largest
brands.
It is increasingly clear that the level of a brand’s engagement with the ever growing
online community is beginning to have a direct correlation with that brand’s reputation.
This document aims to explore how brands have addressed the growing presence and
importance of consumers’ opinions and how the birth of social media has forced brands
t