CRUK is top charity social media brand

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CRUK is top charity social media brand

Fundraising | Kirsty Weakley | 30 May 2012

Cancer Research UK is the leading charity brand to feature in this year’s Social Brands 100 report for its use of social media.

It came in fourth in the overall league table, and 15 charities were included in the top 100 making the sector the second best represented. It was narrowly beaten by the travel and leisure industry, which has a 17 per cent share.

The analysis of brands’ use of social media was carried out by agency Headstream. Nominations were opened in January, and brands were nominated on Twitter using the hashtag #socialbrands100 and the account @socialbrands100.

More than 300 brands were nominated which were then assessed against 19 observable brand markers, designed to “measure the intensity of interactions between the brand and the individuals who make up the brand community”. They were assessed on their use of Facebook, Twitter, YouTube, Foursquare, Google+, and their own blogs or forums.

Each brand was then given a score out of 268.5 and the top 100 were then assessed by a panel of experts with a further 120 available.

Aaron Eccles, social media manager at Cancer Research UK said: “Social media is a vital way of helping us reach everyone who wants to engage with Cancer Research UK offering them new and exciting content from the latest developments in science to opportunities to get involved in campaigns to new ways to fundraise.”

The charity also topped a charity social 100 index that was carried out by Visceral Business last year. It has 250,000 Facebook fans and 40,000 Twitter followers.

Full list of charities featuring in the index:

Charity

Rank

Data Score

Panel Score

Social Brand Score

Cancer Research UK

134

101

235

British Red Cross

129

104

233

ARKive

145

232

WWF

117

216

DoSomething.org

125

215

Help for Heroes

130

213

RSPB

129

212

National Trust

120

210

NSPCC

115

206

MS Society

110

202

British Heart Foundation

126

201

Diabetes UK

116

199

Marie Curie Cancer Care

119

199

RAF Benevolent Fund

117

178

VisitWoods

112

178

Click here to see the full report.

Directory: Cancer Research UK

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