Social Brands 100 benchmarks brand engagement in social spaces, identifying industry leaders and providing a snapshot of social media’s evolution each year.

Over 700 brands were included in this year’s research. Brand performance was measured on Facebook, Twitter and YouTube over a six-week period in spring 2013 and a cross-section of participants was surveyed to identify trends in social media.

The research has found that brands are starting to make the most of social platforms for handling their customer care. In some industries customer service appears to be taking priority over engagement rates, suggesting more could be done to better connect with people and create long-term loyalty.

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