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Brandwatch Releases The Social Outlook Report; Lexus, Lenovo, KLM, and Dove Lead Social Intelligence in their Industries

Report analyzes 115 million social mentions about 450 brands in 15 industries

New York, September 27, 2016 Brandwatch, the global leader in social intelligence, today published The Social Outlook, a massive social insights report spanning 15 industries and analyzing over 115.5 million social data mentions. This is the largest social data report of its kind, looking at approximately 450 brands and including social index rankings evaluating various scores from engagement to sentiment. You can download the free report here.

Some of the brands that dominated their respective industry rankings include Lexus, Lenovo, KLM, Dove, Jack Daniel’s, and Blue Cross Blue Shield.

Across all brands and industries, the Golden State Warriors ranked highest in overall score.*


The Social Outlook features:

  • The Social Industries Index, ranking 15 industries based on comparative data from all 450 brands
  • Inter-industry benchmark data reveals how different industries utilize social, and how one tactic such as engagement is beneficial in one industry such as airlines, but not in say healthcare
  • Industry-specific indexes ranking the top five brands by sector
    • Scoring for all rankings are based on the highest results across five social categories; Social Visibility, General Visibility, Net Sentiment, Reach Growth, and Engagement and Content

Other key findings:

  • When it comes to responsiveness, Automotive, Consumer Technology, and Healthcare & Pharmaceutical brands have the most work to do to shorten response times; Any lag in response over one hour could be costing brands in customer loyalty, brand health and ultimately, sales dollars
  • Airline, Telecommunications and Consumer Product Goods (CPG) companies owned the highest percentage of their industry’s conversations when looking at earned vs owned social conversations
  • Gender share of voice varies by industry; CPG, Luxury Fashion, and Retail companies receive more female interaction, while NBA, Automotive, and Consumer Technology garnered mostly male social mentions


“This report exposes how individual industries approach social media differently, providing context around the maturity and strategies behind industries’ social programs,” said James Lovejoy, content and research manager at Brandwatch. “But the study also reveals a lot about how various industries and topics naturally attract specific groups and types of behaviors online.”

Lovejoy further explained the challenges for specific businesses. “Industries such as financial services and healthcare face unique cultural and legal obstacles. They may never be discussed as much or have the online presence of retailers or sports teams, but they are adept at gleaning consumer market insights from their social audiences.”



The Social Outlook provides social benchmarks and insights that can be utilized by brands in any industry with a vested interest in social media and consumer insights. This research examines a selection of 450 leading brands across 15 industries from April 1 – June 30, 2016 (Q2 2016). Brands were selected according to follower size through two processes.

The data for each brand was collected using three Brandwatch Analytics sources: Query Data, Facebook Channels, and Twitter Channels. While Brandwatch is also capable of monitoring Instagram, it was not included in this report. Gender, sentiment, interests and other metadata was also provided and parsed in Brandwatch Analytics.


Download the full report here. If you have any questions about The Social Outlook Report, contact


About Brandwatch

Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.

The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.

The Brandwatch platform is used by over 1,200 brands and agencies, including Unilever, Cisco, Whirlpool, British Airways, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin, Paris and Singapore.

Brandwatch. Now You Know. | @Brandwatch | press office | contact


*Due to high volumes and brand attentiveness during the NBA Finals which spanned the time period of The Social Outlook’s methodology, April 1 – June 30, 2016, Q2.

Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.