Study Shows Disney Has Biggest Reach When it comes to Social Media Engagement

In this day and age, it's safe to say that social media is where it's at when it comes to engaging with fans and a recent study shows that Disney is doing it right.

Using a platform they designed, the Dachis Group examines volume of content, impressions, interactions, and consumer enjoyment levels and uses the information to asses a company's social ecosystem.

By using this information, the group has found that Disney not only has the biggest reach when it comes to "unique individuals," the company also has the most shareable content of any of the networks studied.

The Dachis Group studied Disney, National Amusements (including CBS and Viacom), Newscorp (Fox), Time Warner (CNN), and NBC/Universal.
Disney interacted with more than 3.4 million unique individuals in the month of September, according to the study, and had 5.7 million shares of content between September 1 and October 1.

And this isn't just kids the study is talking about - this is all users related to Disney content, so we're also talking grownups. The company had 1.1 billion subscribers, and some of this is due in part to football coverage from ESPN and ABC. More than 1 million users in one month were talking about ESPN's Sportscenter alone.

The Dachis Group study noted that Disney helps generate this kind of activity by using social media accounts to break sports news and having on-air personalities use the social media accounts as part of the conversation.

National Amusements had more likes in its social ecosystem than any other company, but ranks worst in terms of active participants. News Corp finished third in the study, Time Warner came in fourth despite generating more impressions than its competitors, and NBC Universal ranked fifth.

Story by Traci C., Source

Kristen K. wrote on Sat, 11/09/2013 - 19:18:

Kristen K.'s picture

This doesn't surprise me at all. The past two years Disney has really put a lot of attention into it's social strategy.

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