評論
打印
Which brands most improved their reputations in social media in 2012? And which companies made them worse?
2012年有哪些品牌通過社交媒體提升了它們的聲譽？哪些公司則越來越差了？
We asked the Dachis Group, a social media measurement agency, to tell us which brands got the biggest increases in consumer love, and which lost the most ground.
我們咨詢了社交媒體評估機構(gòu)達奇斯集團（Dachis Group），問它哪些品牌最受消費者的喜愛，哪些品牌失去了大部分市場。
First, the companies that gained the most consumer love ...
首先，最受消費者喜愛的公司是：
1. Apple. Brand love: 57% / Rank: 32
1.蘋果。 品牌喜愛度：57%/排名：32
Dachis says: The end of year iPhone 5 and iPad Mini releases overcame early controversies in overseas manufacturing and any lingering effects from the death of Steve Jobs to make Apple the biggest mover of the year.
達奇斯說：年底iphone5和迷你ipad的發(fā)布，消除了海內(nèi)外制造業(yè)和喬布斯死后遺留影響的爭議，這使得蘋果成為年度最大的贏家。
2. LinkedIn. Brand love: 47% / Rank: 309
2. 鄰客音（LinkedIn）。品牌喜愛度：47%/排名：309
Dachis says: Strong financial performance combined with a slew of new features made LinkedIn a magnet for positivity in 2012. Positivity like this could help the company move from stern business network to lively communications platform in 2013.
達奇斯說：強大的財務性能和一系列新的特性使得鄰客音成為2012年吸引用戶的公司。這樣的吸引力有助于公司在2013年從專業(yè)的業(yè)務網(wǎng)絡(luò)轉(zhuǎn)向活躍的交流平臺。
3. JetBlue. Brand love: 40% / Rank 218
3. 捷藍航空（JetBlue） 品牌喜愛度：40%/排名：218
Dachis: JetBlue started the year with some tough moments (a pilot’s panic attack gave them a rough start), but customer satisfaction and excellent social service during the busy holiday travel season carried the brand to success in 2012.
達奇斯說：捷藍航空在2012年初遇到過很多困難（一名飛行員在飛行途中突然精神崩潰，這讓公司這一年的開頭極為艱難），但是在繁忙的假日旅行期間，顧客的滿意和優(yōu)秀的社交服務把這個品牌帶入了成功的行列。
4. Adidas. Brand love: 35% / Rank 25
4.阿迪達斯。品牌喜愛度：35%/排名：25
Dachis says: Adidas added more than 34 million new fans and followers in just 12 months this year. The company put that audience to good use and benefited from high levels of positive discussion all year long.
達奇斯說：阿迪達斯在今年的12個月里增加了3400萬名新粉絲。公司把粉絲們帶動了起來，粉絲們一整年都在進行積極的討論，公司因而從中受益。
5. Starbucks. Brand love: 26% / Social Business Index Rank: 26
5.星巴克。品牌喜愛度：26%/社交商務指數(shù)排名：26
Dachis says: Starbucks is a perennial top-performer in social and 2012 was no exception. The company’s social savvy earned it 19 million new fans and followers in 2012 and its push into at-home and on-the-go products gave all those people something fun to talk about.
達奇斯說：星巴克在社交方面總是排名前列，2012年也不例外。公司通過社交在2012年贏得了1900萬新的粉絲，它針對用戶在家和出門的產(chǎn)品也成為用戶津津樂道的談資。
And now for the companies that lost the most love ...
再來看一下流失顧客的公司吧。
1.Mitsubishi. Brand love: -12% / Rank: 360
1. 三菱。品牌喜愛度：-12%/排名：360
Dachis says: The news just keeps getting worse for Mitsubishi. Low sales triggered a decision to pull out of the European market and if the levels of negative discussion are any indicator, 2013 doesn’t look to be any better.
達奇斯說：三菱每況愈下。低銷售量使得公司作出決定，退出歐洲市場。如果負面的討論可以看成是失敗的跡象，那么公司在2013年看上去也不會有多好。
2. Dominos. Brand love: -11% / Rank: 62
2. 達美樂（Dachis） 品牌喜愛度：-11%/排名：62
Dachis says: 2011 saw a huge bounce for Dominos in brand enthusiasm from their brand relaunch which 2012 just couldn’t match. It’s a shame they can’t redesign their recipes every year.
達奇斯說：2011年達美樂的品牌熱情大幅度增長，但是2012年無法與之相提并論。他們不能每年都重新設(shè)計食譜，真是太可惜了。
3. Kraft. Brand love: -10% / Rank: 11
3.卡夫品牌喜愛度：-10%/排名：11
Dachis says: Kraft took a stance in support of genetically engineered foods midway through the year and the decision turned their brand into an overall loser for 2012.
達奇斯說：在這一年中，卡夫支持轉(zhuǎn)基因食物，這個決定使得這個品牌成為了2012年的輸家。
4. Fiat. Brand love: -7% / Rank: 85
4.菲亞特 品牌喜愛度：-7%/排名：85
Dachis says: Fiat suffered through a slow global sales year in 2012. Sluggish sales were reflected in sluggish social activity as the company went in reverse on positive discussion around the web.
達奇斯說：2012年菲亞特銷售不旺。銷售疲軟體現(xiàn)在社交活動低迷，網(wǎng)絡(luò)上大都是負面的討論。
5. Zynga. Brand love: -5% / Rank: 5
5.星佳（Zynga）品牌喜愛度：-5%/排名：5
Dachis says: Zynga struggled to maintain its momentum and diversify its business in 2012. The difficult year was evident in reduced brand discussion and an increase in negativity from product shutdowns that leave the game company with a lot of work to do in 2013.
達奇斯說：星佳在2012年努力保持勢頭并進行多元化經(jīng)營。關(guān)于公司的品牌討論明顯減少，產(chǎn)品停產(chǎn)的負面消息不斷增長，這使得這家游戲公司在2013年有很多工作要做。
