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Dove, Friskies, Kohl’s, Avon… top brands on Hootsuite’s ‘The Love List’

Brands that use social media wisely do not just see ‘Likes’ but also Love from consumers. Hootsuite is putting the spotlight on such brands in its recently set up, recurring monthly report ‘The Love List’. The list ranks more than 450 of the world’s top brands which are seeing the most ‘love’ on social media.

The Love List uses data provided by uberVU via Hootsuite, a listening, social monitoring and analytics solution, to pull in millions of publicly available social media posts.

Brands are ranked in order on The Love List using three key data points, including the total number of brand mentions received, the sentiment score for the particular brand and the percentage of social conversations about the brand containing the word ‘love’ over a month. Using this formula, each brand is assigned a score between one and 100.

October 2014’s Top 10 brands seeing the most love on social media, compiled using data pulled from October 1 to 31, 2014:

1. Dove
2. Friskies
3. Kohl’s
4. Avon
5. Renaissance Hotels
6. The CW
7. TripAdvisor
8. West Elm
9. Twitter
10. Nordstrom

The No. 1 brand seeing the most love on social media for October 2014 is Dove. Dove has optimised its Real Beauty campaign to gain traction on social, which is known for encouraging women to take a positive stance on their bodies.

According to a 2014 Pew Study, women are the more active gender on social media and the Dove brand campaign encourages positive social conversations among this audience. In fact, 78 per cent of the conversations about Dove are from women.

“Brands that have found successful ways to cultivate a passionate fan base did well in October’s Love List. The top brands ran inspiring or amusing campaigns (Dove, Friskies, Renaissance Hotels), creating buzz and fan engagement through contests or giveaways (Kohl’s, West Elm, TripAdvisor), and targeting an outspoken audience that feels invested in spreading the word for their favorite brands (The CW, Avon, Twitter),” said Mark Pascarella, General Manager of uberVU via Hootsuite.

Many brands are still adopting social media across their business, and often struggle to understand how their brand stacks up against their peers. With The Love List, brands across industries can benchmark their success against top competitors. The top three performing industries across the full list of over 450 brands include food and beverage, followed by media and entertainment, and consumer packaged goods.

Other brands ranked in the top 10 fall into travel and hospitality, retail and technology industries. October’s findings include a large number of accessible brands (Dove, Kohl’s, Friskies, Avon, and The CW), as well as a brands which straddle the line between accessible and aspirational (Nordstrom, TripAdvisor, Renaissance Hotels, and West Elm).

Each month, Hootsuite will update The Love List, showcasing which brands have moved up or down in rankings based on the changes in mention volume, sentiment, and social conversations over time. Each month’s results will be shared on The Love List campaign website, and discussed on Hootsuite-hosted webinars.