In any endeavor, there is a fascination about who comes out on top.
Oscar Wilde captured this feeling well when he said, “I have the simplest tastes. I am always satisfied with the best.”
In Koski Research’s latest wave on the Engagement IQ, Yahoo! and Visa emerge as top companies, while Taylor Swift and Katy Perry are the most engaging celebrities.
Our Engagement IQ measures the strength of consumer relationships with notable people and corporations.
The score is calculated based on four key measures:
How are these Engagement IQ findings relevant to you?
They provide important strategic lessons for brands looking to engage their consumers via social media:
Offer Personally Relevant Content that is Continuously Refreshed
Yahoo! tops our list this wave as the most engaging brand.
In our Engagement IQ:
Yahoo! offers a combination of mass audience and personalized articles that is continuously refreshed and promotes sharing via prominent icons. With scrolling and updated headlines, links to specific areas of the site (i.e. sports, travel, etc.) and ways to personalize the content, visitors are incentivized to engage with Yahoo! frequently to stay abreast of the content.
Drive Engagement Using Celebrities, Everyday Consumers and Brand Partnerships
Visa’s Engagement IQ is nearly on par with Yahoo! but for different reasons:
Visa has differentiated itself through using a mix of celebrities, everyday consumers and partner brands across all social media channels:
Have a Consistent Social Engagement Persona
Katy Perry and Taylor Swift are the top celebrities in our Engagement IQ - they also rank number 1 and 4, respectively in Twitter followers - but Taylor Swift slightly outperforms Katy Perry on our key engagement metrics.
Both have high awareness (Katy 92% and Taylor 95%) and are well liked.
Taylor, however, is slightly more engaging for our key behavior metrics:
What makes each celebrity engaging is a purposeful and consistent social media strategy:
Long before social media, Oscar Wilde (1854-1900) captured the essence of engagement. He said, “There is only one thing in life worse than being talked about, and that is not being talked about.”