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Arnold Tijerina

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Are OEMs Finally Embracing Social Media?

In analyzing the "Top Social Brands of 2010" list put out by Vitrue, you may notice a trend. (Keep in mind that this is a list compiled that includes every brand in existence and their social media presence and activity. That's huge.) The automotive manufacturers have stepped up their social media game.

Vitrue "analyz(es) online conversations on a daily basis across social networks blogs, micro-blogs, photo and video sharing sites using the Vitrue Social Media Index (SMI)."

A full 17% of the list is from the transportation industry. Ford was the highest ranked automotive industry representative at #11 followed closely by Mercedes (#12) and BMW (#13). General Motors scored the highest increased ranking amongst automotive manufacturers (2nd highest increase overall) jumping 31% from #85 to #54 over last year.

All of the OEMs showed an increase in their social media branding and presence except for Ferrari (-1%), Toyota (-2%), Porsche (-2%), Jeep (-6%), and Kia (-9%).  

All of these brands were on the list last year but the lowest ranked one in 2010 was at #62 (Kia) versus #85 in 2009 (General Motors).

Here's the annotated list of automotive manufacturers and how they ranked in 2010 as well as their 2009 ranking and percentage change. 

#11 Ford (#24 / +13%)
#12 Mercedes Benz (#17 / +5%)
#13 BMW (#20 / +7%)
#20 Honda (#25 / +5%)
#27 Ferrari (#26 / -1%)
#30 Nissan (#37 / +7%)
#35 Audi (#45 / +10%)
#40 Toyota (#38 / -2%)
#45 Suzuki (#61 / +16%)
#49 Volkswagen (#67 / +18%)
#52 Dodge (#57 / +5%)
#54 General Motors (#85 / +31%)
#57 Porsche (#55 / -2%)
#59 Chevrolet (#80 / +21%)
#61 Jeep (#56 / -6%)
#62 Kia (#53 / -9%)

(The complete list can be found here. The Vitrue 100 and, in case you were curious, the missing "transportation" company from my annotated list is Harley Davidson at #71.)

What do you read into these statistics?

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