The index measures customer engagement and loyalty among brands in 79 different categories, one of which is social networking sites. This category has enough surprises to make us wonder whether Brand Keys’ assessment used sufficiently sized survey samples.
Brand Keys ranks MySpace second, LinkedIn third, Flickr fourth and Twitter fifth. We’d expect to see Twitter and the old News Corp. site in each other’s places. Or maybe MySpace shouldn’t even be in the top five, as many other sites have stronger brands, including FourSquare, Quora, Tumblr, YouTube and Yelp, not neccessarily in that order.
The consultancy declares that its index can help a brand forecast customer loyalty and purchase patterns over a 12- to 18-month horizon; this confuses us further if it means that MySpace will continue to rank second for another year-and-a-half. We suppose that’s mitigated by the notion that Facebook would continue to rank first over this time.
Readers, what do you make of the Brand Keys assessment of branding in social media?