The big PR agencies know how to talk a good talk when it comes to social media (we know – we were there) but, in reality, global does not always mean social.
In partnership with The Holmes Report – the leading analyst of the PR industry which just launched its 2011 Global Agency Rankings website – we’re now able to answer exactly this question, using our PRINT™ social media performance measurement methodology.
The PRINT Index™ measures five attributes of social media performance (popularity, receptiveness, interaction, network reach and trust) across multiple social channels like Twitter, Facebook and YouTube. It correlates directly with brand value and offers a KPI for marketers, as well as providing insight into the key drivers of social media performance and indicators to help determine priorities for action.
You can see the full ranking on The Holmes Report website, but here are the highlights:
- Edelman ranks as the clear overall leader with a PRINT Index™ of 215, due in large part to its strong showing on the PRINT network reach and trust attribute scales.
- Ketchum, Ogilvy PR, Cohn & Wolfe and GolinHarris are honourable runners-up
- The bottom five social performing agencies are: Brunswick, FTI Consulting, Kreab Gavin Anderson, Bite and Ruder Finn.
- Ogilvy PR is the only agency in the rankings, other than Edelman, to score above the group average on all the PRINT attribute scales.
- The Hoffman Agency has the highest popularity score, Cohn & Wolfe has the highest receptiveness score, Ketchum has the highest interaction score, and Edelman has the highest network reach and trust scores.
- Edelman demonstrates the most effective use of its website and Twitter accounts across all the PRINT attributes, whilst Ketchum is using Facebook to best effect and Hill+Knowlton tops the YouTube charts.
- No surprise that the agencies with the lowest scores, Brunswick and FTI Consulting, are those trying least to make use of social media.
- But Bite and Ruder Finn probably have the most cause for concern, with official presences on all the social networks analysed yet still appearing in the bottom five.
- Few agencies can rest on their laurels, however, as over half have a below average overall PRINT Index™ score.
Lots of factors contribute to the PRINT methodology and each agency ranks differently on our five attribute and four channel scales. For the full data, contact us to find out more.