Marketer MVPs of Social Media: MTV Wins by Celebrating Online Fandom
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This week in social media savvy brands, MTV ousted the usual Tumblr leaders, Denny’s and Disney, to take the top spot on the platform. The music and entertainment media brand is pushing its Fandom Awards, during which online superfans are recognized for their influence. The most engaging Tumblr post in the campaign celebrates fandom for the CW series “Arrow.”
Disney did make a comeback on Twitter, though, when posted a high-def shot of the iconic rose from its upcoming “Beauty and the Beast.” The movie’s much-anticipated live-action reboot gives the brand plenty of material with which to dominate social media.
Methodology: Marketer MVPs surfaces the individual brand posts, both paid and organic, that generated the most engagement on Facebook (defined as likes, shares and comments), Twitter (retweets and likes), Instagram (likes and comments), Tumblr (original notes) and YouTube (official views, comments and thumbs-ups). Brands tracked are the 200 most-advertised brands by U.S. measured-media spending in 2014, per Ad Age Datacenter, in addition to the top 500 brands as identified in the Redbooks 500.
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