This report analyzed 220 brands in total, 20 brands in 11 sectors. The brands were selected through two processes. First, we examined revenue and output lists, industry literature, and social data to compile a list of the biggest brands on social. Then, to determine which brands were the most active on social media, we identified the 20 brands in 11 sectors with the highest social following.
To rank the overall best brands for CX, we ranked all 220 brands by emotions, value and service, then averaged their rankings for each metric (For instance, if brand X was #1 in emotions, #3 in value, and #5 in service, their average ranking would be 3). We then sorted all 220 brands by their average ranking from lowest to highest to find which brands were overall higher across our metrics.
Emotions: measuring pleasing conversations
Pleasing conversations were identified using two methods. First, we used emojis to identify positive and negative emotions. We used Unicode’s official positive and negative face classifications. Therefore, conversations using emojis that represent joy (? ? ? etc.). were considered positive. As an additional metric, we used Brandwatch’s automatic sentiment analysis, which uses machine-learning techniques to automatically categorize the sentiment of dozens of languages.
Value: measuring the most wanted brands
To measure the volume of conversations around customers wanting brands, we created “intent” rules to automatically tag any brand mentions with purchase intent. All of these rules search for mentions with a personal pronoun (I, “I’d”, we, etc.) in front of an expansive list of action phrases or terms related to the specific industry. For instance, for the retail industry, action phrases would look like “want to go to” or “gotta hit up” or “trying to go to”; for the consumer technology companies, these terms would look like “want to buy” or “gotta have” or “plan to get”. For more information on purchase intent rules, see our handy how-to article.
Service: measuring responsiveness
Response rates and times were determined by dividing the number of brand replies by the number of audience @mentions over a given time frame, then evaluating the time difference between the @mention and reply.