general sentiment

The Value Of Online Buzz For The Top 20 Brands

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Nowadays, buzz around brands on the news, blogs, tweets and other social media that spreads through product launches, PR campaigns, earnings reports are as valuable as traditional ad campaigns. But buzz and social dialogue on the web is tough to quantify. General Sentiment has released a report that calculates the dollar value of the buzz, content, and conversation taking place online. General Sentiment’s technology evaluates the volume of mentions and sentiment value regarding a brand, company or person. The algorithm combines this data with website traffic and online news readership figures to determine the purchase-equivalent dollar value of the brand exposure across more than 30 million sources by gauging sentiment, frequency, and exposure of news mentions and social dialogue.

Google topped the rankings, with value of its “buzz” itemized at $669.6 million. Google’s social media reach costs $402 million, with its Twitter reach alone valued at $22.8 million. On the other hand, Apple came in fourth with total buzz reaching $293.2 million; social media buzz valued at $223.7 million; and Twitter reach valued at $5.6 million.

Here’s the list of the top 20 brands according the the value of their “Buzz”. Numbers are measured in thousands. The report is embedded below.

Company News Media Social Media Twitter Total
1 Google $244,593 $402,279 $22,756 $669,629
2 Microsoft $184,473 $452,006 $12,252 $648,732
3 Sony $80,574 $207,907 $5,825 $294,308
4 Apple $63,947 $223,657 $5,632 $293,237
5 Yahoo $50,324 $236,087 $5,354 $291,766
6 Intel $93,665 $189,880 $2,139 $285,685
7 Ford $145,369 $39,082 $1,453 $185,905
8 IBM $62,683 $85,957 $1,740 $150,381
9 Citigroup $105,614 $24,961 $749 $131,326
10 HP $46,249 $67,222 $2,423 $115,896
11 eBay $50,179 $56,889 $4,672 $115,740
12 Oracle $43,413 $70,838 $1,435 $115,686
13 McDonalds $80,579 $32,842 $1,840 $115,263
14 Disney $67,166 $35,811 $4,411 $107,390
15 Nokia $28,560 $71,843 $2,369 $102,772
16 GE $75,452 $24,536 $885 $100,864
17 Dell $34,491 $43,990 $1,553 $80,035
18 American Express $56,576 $19,803 $648 $77,028
19 Cisco $41,579 $25,273 $735 $67,588
20 Blackberry $22,706 $41,678 $2,038 $66,422

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