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The  Brands in Social MediaÂ' report, conducted by online PR specialist immediatefuture (www.immediatefuture.co.uk), examines how companies from the Interbrand Top100 Global Brands (2006) report are performing in social media. The research alsomonitors positive and negative comments in groups on social network sites such asFacebook, Flickr and MySpace to reveal who receives the most positive chatter.
Whilst the technology industry dominates the top ten brand mentions, FMCG andAutomotive industries also gain a large share of the conversation. BMW, Toyota andHonda inspire a number of appreciation groups in social networks. In fact, allindustry sectors have their promoters and detractors online and immediate futurefound that every top 100 brand was being discussed.
 Brands in Social MediaÂ' Top Ten:1. Google 2. Yahoo! 3. Apple 4. Microsoft 5. Canon 6. Sony 7. Dell 8. eBay 9. Disney 10. Ford
Interbrand Top Ten (2006):1. Coca- Cola2. Microsoft3. IBM4. GE5. Intel 6. Nokia 7. Toyota8. Disney 9. McDonaldÂ's10. Mercedes
Of all those with the highest number of conversations and mentions, only 36% rankedin the top 25 Interbrand results. This illustrates a noticeable disparity betweenthe  brand valueÂ' rankings and the perception of brands by consumers.
Katy Howell, managing director of immediate future, explains: Â Social media andconsumer participation are growing at lightening speed. Conversations about brandsare unfiltered, unchecked and outside the control of marketers. Brands are beingdiscussed, applauded and criticised across the web. It is time for companies to payattention to the online conversations and look at strategies to get involved withtheir audiences.Â
Social media is frequently driving news agendas, affecting search engine rankingsand impacting purchase decisions. Audiences are instinctively turning to the web forinformation and ultimately a brandÂ's online reputation will impact brand value.
The immediate future report highlights the necessity for companies to monitor brandconversations. Listening to consumer opinion, identifying the influencers andlearning to participate, collaborate and share in the social media conversation arenow essential requirements for a successful brand.
 It is clear from our research that a brandÂ's economic success offline does notnecessarily translate to a strong, positive share of voice online. Reputations areincreasingly being made and destroyed on the web. With the next Interbrand reportdue shortly, it will be important to evaluate how the rise of social media affectsbrand value and rankings, comments Howell.
The  Brands in Social MediaÂ' report by immediate future is a snapshot ofconversations in April 2007. Whilst not examining influence of individualconversations, it enables companies to understand the volume of brand interest andopinion.
Contact: Rob Boella, immediate future, on 0845 408 2031 or emailrob.boella@immediatefutu re.co.uk
