The automobile manufacturers were quick to build their marketing and communication campaigns into the social media, and with good reason. The benefits of successful strategies have been demonstrated long ago: recruitment, customer loyalty, promotion, the list goes on and on.
Today, the biggest spending industry in terms of advertising is one of the most innovative when it comes to interaction with the social media such as Twitter, Facebook and YouTube.
Several convincing examples come to mind, like that of Porsche, who allowed its Facebook fans to personalize a 2011 911 GT3 R Hybrid with their name in celebration of the site’s one millionth fan, or Ford and its Fiesta Movement.
The question now begs to be asked: which automakers are the most influential on Twitter, the premier microblogging service?
It’s been established that the number of followers isn’t a viable indicator of influence. There are several online tools that allow us to calculate said influence today. We chose Klout, one of the most well known, to rank the manufacturers.
The Klout score measures total online influence, using over 35 variables on Facebook and Twitter to establish reach, amplification probability and network score. Scores are attributed on a scale of 1 to 100. The entity with a score of 100 is considered extremely influential, and vice versa.
Audi tops the list with a Klout score of 74. However, the gap between Audi and the other automakers needs to be put into perspective, as its Facebook page is taken into account contrary to the rest of the competition.
Despite this, the German manufacturer has still managed to gather a large following on Twitter, with which it is constantly interacting and for whom it launches exclusive campaigns. We recently got an example of this with the #ProgressIs initiative.
Volkswagen and its Super Bowl ad were fantastically popular on the web and came in second/third, neck and neck with Chevrolet. Both companies currently have a Klout score of 66.
Ford, though cited as a social media reference, only managed to rank fifth despite campaigns led by the renowned Scott Monty.
It’s surprising to see that brands specifically targeting a youthful market, like MINI and Scion, aren’t more involved on the Twitterscape. Same goes for BMW, who is the most popular automaker on Facebook with 4,496,211 fans but who seems to have completely bypassed the platform.
Today, the biggest spending industry in terms of advertising is one of the most innovative when it comes to interaction with the social media such as Twitter, Facebook and YouTube.
Several convincing examples come to mind, like that of Porsche, who allowed its Facebook fans to personalize a 2011 911 GT3 R Hybrid with their name in celebration of the site’s one millionth fan, or Ford and its Fiesta Movement.
The question now begs to be asked: which automakers are the most influential on Twitter, the premier microblogging service?
It’s been established that the number of followers isn’t a viable indicator of influence. There are several online tools that allow us to calculate said influence today. We chose Klout, one of the most well known, to rank the manufacturers.
The Klout score measures total online influence, using over 35 variables on Facebook and Twitter to establish reach, amplification probability and network score. Scores are attributed on a scale of 1 to 100. The entity with a score of 100 is considered extremely influential, and vice versa.
Audi tops the list with a Klout score of 74. However, the gap between Audi and the other automakers needs to be put into perspective, as its Facebook page is taken into account contrary to the rest of the competition.
Despite this, the German manufacturer has still managed to gather a large following on Twitter, with which it is constantly interacting and for whom it launches exclusive campaigns. We recently got an example of this with the #ProgressIs initiative.
Volkswagen and its Super Bowl ad were fantastically popular on the web and came in second/third, neck and neck with Chevrolet. Both companies currently have a Klout score of 66.
Ford, though cited as a social media reference, only managed to rank fifth despite campaigns led by the renowned Scott Monty.
It’s surprising to see that brands specifically targeting a youthful market, like MINI and Scion, aren’t more involved on the Twitterscape. Same goes for BMW, who is the most popular automaker on Facebook with 4,496,211 fans but who seems to have completely bypassed the platform.
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| *Some manufacturers have created Twitter accounts for specific models, etc. For the purpose of this analysis, we only considered general accounts. |