年品牌大比拼:五大贏家與五大輸家大綱
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.
我們諮詢了社交媒體評估機構達奇斯集團（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：32Dachis 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的發佈，消除了海內外製造業和喬布斯死後遺留影響的爭議，這使得蘋果成爲年度最大的贏家。2. LinkedIn. Brand love: 47% / Rank: 309
2. 鄰客音（LinkedIn）。品牌喜愛度：47%/排名：309Dachis 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爲2012年吸引用戶的公司。這樣的吸引力有助於公司在2013年從專業的業務網絡轉向活躍的交流平臺。3. JetBlue. Brand love: 40% / Rank 218
3. 捷藍航空（JetBlue） 品牌喜愛度：40%/排名：218Dachis: 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爲艱難），但是在繁忙的假日旅行期間，顧客的滿意和優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：25Dachis 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個月裏增加了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%/社交商務指數排名：26Dachis 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品也成爲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。ubishi. Brand love: -12% / Rank: 360
1. 三菱。品牌喜愛度：-12%/排名：360Dachis 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，那麼公司在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：62Dachis 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年無法與之相提並論。他們不能每年都重新設計食譜，真是太可惜了。3. Kraft. Brand love: -10% / Rank: 11
3.卡夫品牌喜愛度：-10%/排名：11Dachis 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，卡夫支持轉基因食物，這個決定使得這個品牌成爲了2012年的輸家。4. Fiat. Brand love: -7% / Rank: 85
4.菲亞特 品牌喜愛度：-7%/排名：85Dachis 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。銷售疲軟體現在社交活動低迷，網絡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：5Dachis 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年努力保持勢頭並進行多元化經營。關於公司的品牌討論明顯減少，產品停產的負面消息不斷增長，這使得這家遊戲公司在2013年有很多工作要做。
