Which companies are doing social media right?: Here’s our list of Chicago’s 10 most social companies, whose efforts on Twitter, Facebook, YouTube and other channels have changed the way they do business.
Photo: Rick Wion, director of social media at McDonald’s Corp., says the chain’s nearly 12 million Facebook fans “want entertainment.” Credit: Erik Unger
This is really misleading. It’s not a list of “Chicago’s 10 most social companies” it’s a list of Chicago’s 10 most social companies roughly based on a list of 25,000 of the country’s biggest brands. Look at the methodology listed in the piece:
“Using data and analysis provided by Austin, Texas-based Dachis Group’s Social Business Index, Crain’s ranked the 10 Chicago-area companies doing the best job of leveraging social media to reach customers and boost brand recognition.
Covering more than 25,000 companies, Dachis’ index uses natural language processing, semantic analysis, machine learning and cluster analysis to determine how effectively companies are maximizing their social efforts across a number of platforms, such as Facebook, Twitter and YouTube. Dachis combined data from the index and Crain’s 2011 lists of Chicago’s largest public and privately held companies to score the top 10, as of Nov. 15.”
About the index: The Social Business Index is seeded with the Global 2000, the world’s most valuable brands, and the largest companies by advertising spending. Subsidiaries of companies are measured under the parent company.
Emphasis is mine.
So it’s a top 10 list based on another list of 25,000 national companies with some of Crain’s local data thrown in for some variety. But in both cases it’s only looking at the “largest” companies and in the case of the Social Business Index it’s basing the companies’ size on advertising spending.
No surprise that you end up with a list of big brands and very few smaller companies.
I’m not saying these companies aren’t engaging in smart social media practices. Just that other companies in Chicago might be “more social” than the ones on this list but the methodology meant they were out of the running.