As popular as our annual social media ranking is, we are often asked where we get the numbers from. Our table is designed to be as transparent as possible, but in order to offer a little more detail, here’s a description of our methodology.
As Tyres & Accessories annual global social media ranking enters its seventh edition, this year there is a new winner. Last year’s champion, Pirelli, has fallen two places to third position. At the same time, Sumitomo Rubber Industries’ Falken brand rose an impressive eight positions to take the top spot. And Pirelli wasn’t the only well-known name to downshift, with two other brands taking retrograde steps. At the same time, in a reflection of what has taken place in the UK-only ranking, the top 10 has a new entry, with previously 10th-ranked MRF being overtaken by another large Indian tyremaker.
For the fourth year in a row, Michelin can be found at the top of Tyres & Accessories’ 2020 UK social media ranking. Indeed, such is Michelin’s dominance in the annual table, only Goodyear (in 2012) and Dunlop (in 2016) have done enough to overtake the UK arm of the French tyre brand since our research began in 2011. In both cases, Michelin still managed to take second place.
Not only did the @MichelinTyre-based chart see Bibendum plant its flag at the top of the tree, it also shows that the French tyre manufacturer is extending its lead. According to the 2019 data, Michelin’s overall score of 86.5 is now 7.5 points clear of second place as opposed to 6.5 points last year. It is also worth mentioning that Michelin demonstrates the best parity between the Klear and RightRelevance social metrics as well as the smallest gap between its primary and secondary RightRelevance sub-topics. In addition, with 84 points, Michelin achieved the highest score on the “Tire Industry” RightRelevance sub-topic (see below for details on how we calculated our score and what these terms mean).
Bridgestone has taken pole position in the 2018 Tyres & Accessories global social media ranking. The world’s largest tyre manufacturer’s @Bridgestone handle rose an impressive seven places to take first place from last year’s winner Michelin. Both @Bridgestone’s Klear and RightRelevance scores were of the highest order, with just three points separating them, resulting in a very high average of 87.7, which was ultimately three points clear of second place.
Michelin’s social media influence continues to lead the pack in the UK, according to our latest social media influence for companies operating social media networks for the local markets. And what’s more, the entire top three on this year’s table is the same as it was in 2017 – meaning Continental retains second place and Dunlop keeps third.
In a preview of what may come in the 2018 Tyres & Accessories social media ranking, Falken Tyres UK has come eighth in an updated version of the 2017 table. Due to the fact that @FalkenTyreUK is a new handle and didn’t show up when we were conducting searches earlier this year, Falken UK’s data has only just come to light.
But before any further details, a little context: Unlike our global ranking, the UK ranking covers the top 15 brands. The reason? A greater number of tyre brands are active in the UK social media space than on the global level, something that could suggest the UK is something of a thought leader when it comes to tyre sector social marketing. But that’s not to say that the UK tyre brand’s social branding performance is in anyway second-rate compared wi
In something of a coup for the French manufacturer, Michelin has regained both the global and UK crowns in Tyres & Accessories’ annual report on social media influence. Meanwhile, India’s largest tyremaker, MRF Tyres, will have surprised many by rising six places into third place on the global table.
Cooper Tire & Rubber Company (@CooperTire) has regained first place in Tyres & Accessories’ annual global tyre social media ranking. The US-based tyre manufacturer topped the chart in 2014, with a score of 84. However, the company’s score decreased to 78.3 in 2015 and the firm fell back to third place. Nevertheless, this year’s score of 81.7 is enough to return Cooper to the top of the tree, with 9.65 points of clear water between it and last year’s winner Pirelli.
Dunlop has topped Tyres & Accessories 2016 social branding table with a score of 81.55. Like our annual global tyre social branding survey, this aims to produce a meta-score based on existing social influence metrics (namely Klout and Kred), covering both contacts and interactions across the leading social media channels including – but not limited to – Twitter, Facebook and Linkedin. The difference is that the UK table focuses on accounts managed in and for the UK tyre business.
2015 marks the fifth year Tyres & Accessories has tracked, ranked and analysed the social media performance of the leading tyre brands. Each year technology has evolved and the depth and breadth of our coverage has grown with it. This year the headline news is that there is a new global winner. Meanwhile, less has […]
Cooper Tire is the world’s leading tyre company in terms of global social media influence, according to research conducted by Tyres & Accessories. Meanwhile the 2014 rankings also show that Michelin went up one place and held off Continental to top our UK chart. There has been significant change in both cases as well as a strengthening in the online presence of mid-range brands, something we also found in our online brand equity research (see separate article).
No one can deny that computers are now an integral part of the way we live and work. With the advent of mobile Internet connectivity – especially in the context of social media – they have become a central part of most of our lives. With this comes both an Orwellian suspicion of what people/corporations/governments might do with this data and the biggest opportunity yet to put your products and services in front of the right people. While the purpose of well-established media gatekeepers has been challenged by easier than ever information sharing, new quality and relevance measures have entered the market to help navigate the informational maelstrom.