Report: Social Media Engagement of the Top 100 Global Brands

I’d like to draw your attention to a very interesting report, recently published by Wetpaint and Altimeter: “The world’s most valuable brands. Who’s most engaged? - ENGAGEMENTdb Ranking the Top 100 Global Brands”. The report tries to objectively evaluate marketing efforts in social media by quantifying the depth of a company’s engagement in different social media channels.

The key findings:
The report finds four different types among the surveyed companies, depending on the quantity of channels they use and the depth of their relative engagement in those channels. Furthermore, and now it gets really interesting, the report manages to show a certain positive correlation between social media engagement and financial performance. The authors relativize their findings (maybe they were a little scared by their own success?), but still.

Some details:

Overall, Starbucks gets the highest score, followed by Dell and eBay, while Allianz, AIG, Wrigley and Mercedes-Benz have an almost non-existing social media engagement (p.23-25). Judging by industry  averages, the report shows that technology and media firms are the most engaged in social media, while financial or food and beverage firms lack both in channel quantity and engagement depth (p.4).
Additionally to these quantitative results, the report also includes four case studies, trying to establish best practices in social media engagement by showing what Starbucks, Toyota, SAP and Dell do.

What do you think? Do the results match your own perception or is there something the report misses? Tell us on Twitter!