The Most-Loved Brands Are...

Social media marketers responsible for the day-to-day management of their Facebook Pages may not have the same warm-and-fuzzy feelings about the network, but it is clear that Facebook is doing its part to keep user loyalty.

NetBase, a provider of enterprise social analytics, released its third annual "Brand Passion Report: Top 100 Global Brand Love List" this week finding that Facebook is the most-loved brand in the U.S. NetBase comes to this conclusion by examining brand conversations across the social Web (Twitter, Facebook, Instagram, Tumblr and millions of other sources during a one-year period from May 2016 through July 2017). NetBase's technology is then able to measure consumer emotions toward a brand based on volume, passion intensity, net sentiment and brand passion index, which resulted in the following rankings:
  1. Facebook
  2. Amazon
  3. eBay
  4. Apple
  5. Snap (highest debut)
  6. Disney
  7. Pokémon Go
  8. Etsy
  9. Netflix
  10. Sony

Not surprisingly (due to increased social activity and monitoring of that activity), NetBase found that consumers are increasingly vocal about their favorite brands, with an increase of more than 40 percent of "brand love" via social media compared to last year.

Some brands that are climbing the ranks include Target (number 18 and 473 percent increase in "social love), Gucci (number 17 and 230 percent increase), T-Mobile (number 56 and 164 percent growth), Sephora (48, + 147 percent) and Nutella Ferrero (47, + 144 percent). Snap (the parent company of Snapchat, number 5), Tesla (28) and Puma (41) all made their way onto the list for the first time. If we had to bet, we'd wager that Kylie Jenner had something to do with Puma's increase in positive social activity due to her incredible social media presence and her followers' propensity to be influenced by the products she promotes (read, "Should Kylie Jenner Go to Jail?").