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CRUK is top charity social media brand

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

 

 4

 

 134

 

 101

 

 235

 

British Red Cross

 

 5

 

 129

 

 104

 

 233

 

 ARKive

 

 6

 

 145

 

 87

 

 232

 

 WWF

 

 17

 

 117

 

 99

 

 216

 

 DoSomething.org

 

 18

 

 125

 

 90

 

 215

 

 Help for Heroes

 

 19

 

 130

 

 83

 

 213

 

 RSPB

 

 23

 

 129

 

 83

 

 212

 

 National Trust

 

 24

 

 120

 

 90

 

 210

 

 NSPCC

 

 29

 

 115

 

 91

 

 206

 

MS Society 

 

 38

 

 110

 

 92

 

 202

 

British Heart Foundation

 

 39

 

 126

 

 75

 

 201

 

 Diabetes UK

 

 41

 

 116

 

83

 

 199

 

Marie Curie Cancer Care

 

 41

 

 119

 

 80

 

 199

 

RAF Benevolent Fund

 

 71

 

 117

 

 61

 

 178

 

 VisitWoods

 

 71

 

 112

 

 66

 

 178

 

 

 

 

Click here to see the full report.

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