Achieving top scores in social currency and driving brand performance is expensive. The top performers in our ranking needed to address almost every dimension of social currency and drive social buzz, engagement, and large social audiences. Today, social requires real commitment. Even then, conversion of social performance into business or brand results is not guaranteed. Its value depends on the category in which the brand competes in.
Brand performance requires continuous commitment and continuity. There seems to be no success in half-hearted efforts, or experimentation. There is a need to keep consumers engaged and to find the right balance between advertising, information, entertainment, or utility.