NEWS - Monday, February 2, 2009

Consoles Ranked by Social Brand Presence

Social-media-services provider Vitrue claims that Microsoft’s Xbox‭ ‬360‭ ‬is one of the most-mentioned brands on social-networking and blog sites.

Microsoft’s machine was the fifth-most mentioned brand within a range of blogs,‭ ‬micro-blogs,‭ ‬social networks and various other web‭ ‬2.0‭ ‬sites that Vitrue measures.‭ “‬Sony‭” ‬follows closely behind at ninth,‭ ‬with Microsoft at eleventh,‭ “‬Nintendo‭” ‬at thirteenth and‭ “‬PlayStation‭” ‬behind the pack at number‭ ‬15.‭ ‬Apple’s iPhone,‭ ‬unsurprisingly,‭ ‬sits in at first.

Vitrue’s methodology has already recieved criticism.‭ ‬The company says it measures‭ “‬conversation volume‭” ‬of around‭ ‬2,000‭ ‬brands on a variety websites.‭ ‬The site does not record context,‭ ‬however,‭ ‬meaning that a mightily inflamed outlook on Microsoft’s system would further propel it up the list.‭

However,‭ ‬Virtrue CEO Reggie Bradford believes that the research will‭ “‬bring clarity and credibility to this emerging space.‭ ‬We know marketers need a way to measure success and create benchmarks to track their efforts over time,‭ ‬while our industry needs directional trends to help define who is doing well and who can do better engaging their consumers online.‭”

The company later clarified why there was no mention of the Nintendo Wii in the whole Top‭ ‬100‭ ‬list.‭ “‬The Wii rolls up under Nintendo’s score,‭” ‬said a company spokesperson on the comments section of‭ ‬AdvertisingAge.‭ “‬Given its popularity,‭ ‬we plan to break it out as its own brand‭ (‬separate from Nintendo‭) ‬on future versions of the list.‭”


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