Social gets personal: Innocent tops Social Brands 100

Here’s our official press release:

Innocent, the food and drinks brand, has claimed number one position in the Social Brands 100 (, the authoritative ranking of brands leading the way in the social age.

Innocent, which made its name with packaging that spoke directly to its customers, is one of over 300 brands nominated following a crowdsourced nomination process on Twitter that took place in January 2012.

Social Brands 100 Top Ten

Rank Parent Brand Industry
1 Innocent FMCG
2 Starbucks Travel & Leisure
3 giffgaff Telecom
4 Cancer Research UK Charity
5 British Red Cross Charity
6 ARKive Charity
7 = Cadbury FMCG
7 = ASOS Retail
9 = The Ellen DeGeneres Show Entertainment
9 = Met Office Services

The report found that the best performing brands have a genuine, human voice on social platforms and aren’t afraid to get personal.

“It feels like not a day goes by without a new ‘game changing’ platform or technology appearing, and it can be easy to lose sight of the fact that it is people who are at the heart of social media,” says Steve Sponder, Head of Agency at Headstream, the social brand agency that created Social Brands 100.  He adds: “The brands in this ranking have found some of the best ways so far to become part of the ‘people’s media’ in a transparent and compelling way.”

Headstream works in partnership with social media monitoring company Brandwatch. Social Brands 100 measures social performance across a series of markers that demonstrate that the brand is building two-way relationships with its community, engaging in active listening, and behaving in an appropriate way in social spaces.

A panel of industry experts also contributed to the scoring, including Paul Coffey from Google, Bruce Daisley from Twitter, Sean Mahdi from PwC as well as representatives from the IAB (Internet Advertising Bureau) and IPA (Institute of Practitioners in Advertising).

“Defining a brand as ‘social’ can be both complex and subjective. Every brand is different and customers want to interact with them in different ways. This year we have been able to dig deeper than ever before into our data to analyse brand and consumer interaction at a per post level. Our new techniques in data mining give us valuable insights into how, when and where interaction takes place. Add in Headstream’s social algorithm and desk research and the result is a definitive measure on brand sociability, which crosses industries and sizes of business. We are proud to be part of it,” says Giles Palmer, CEO, Brandwatch.

Other notable findings:

  • A 4% drop in the use of foursquare since 2011, indicating that the use of geo-location platforms has still not taken off.
  • Charities and not-for-profit organisations are starting to make the most of social media, representing over 25% of the top twenty brands this year.
  • In the 10 months since it launched, 49% of brands have joined Google+ with the same number of brands now present on Pinterest.
  • YouTube appears to be a missed opportunity for many sectors, with the exception of technology brands.

The shortlisted brands will be celebrating the results at an event in London later today (29 May), with a panel discussion involving some of the brands and judges from 4.45pm.  Follow the discussion @socialbrands100 and using #sb100. The report can be downloaded from

To mark the launch of the ranking, Brandwatch has built the Social Brands 100 Wormery (, a data visualisation application that collates conversations around Social Brands 100 (#SB100).

The Wall and Brand Republic are exclusive media partners to the Social Brands 100.

Further Methodology:

For more information on the Social Brands 100 methodology, please visit:

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