Are You a Top Engager?

Latest brand study looks at which beer brands have the best Twitter engagement.

May 29, 2015

NEW YORK – Now that BBQ season has officially kicked off, consumers can likely expect to see lots of beer promotions over the next few months. But even more important than all that advertising on traditional media is how well those companies are engaging with their customers – and potential customers.

Engagement Labs, a social data and analytics firm, recently released a study showing just which brands make the most of their social media interactions with consumers, specifically based on Twitter engagement. The study assessed brand performance according to three metrics:

  • Engagement, or the level of interaction that content receives on a specific social network
  • Impact, or the reach content receives on a specific social network
  • Responsiveness, or how much, how fast and how well a brand responds to actual conversations among its users.

Each evaluated brand was given a score representing a composite of the engagement, impact and responsiveness scores, with 100 being the highest score possible. And the winner, according to Engagement Labs, is @MillerLite.

@MillerLite took the top spot in the study with a top score of 84.5, the result of putting an emphasis on Twitter campaigns that encourage a high level of engagement with its followers.  Engagement Labs cited the brands Twitter campaigns like "Share their summer" and "We'll show America," which encourage followers to submit their own photos using #ItsMillerTime. The brand then retweets and favorites the images.

"This type of engagement with their audience generated both high impact and engagement scores, which is evident as they also have the highest sub metrics for retweets and favorites, far exceeding the competition," Bryan Segal, CEO of Engagement Labs, said in a CNBC report.

Taking the second spot was @StellaArtois, which uses a similar yet slightly different approach, engaging its followers with its own original content rather than follower-generated content. The brand posted professional photos tied to events like the Kentucky Derby, which led to a high level of retweets and favorites from its followers.

Rounding out the top 10 were: @BudLight, @CoorsLight, @Budweiser, @Heineken, @LabattUSA, @PabstBlueRibbon, @SamuelAdamsBeer and @CoronaExtraUSA.

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