Food Network Star finale scores big for Scripps Network

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Posted 26 July 2012 20:56pm by Heather Taylor with 1 comment

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This week it's all about media & technology on our weekly showcase of The Dachis Group's Social Business Index.

Our focus is on two well-known brands - a digital marketing and technology company and a media company known for its food and home renovation channels – as analyzed by Allison Squires of the Dachis Group. 

We'll also take a glimpse at the top twenty brands on the Social Business Index, a real-time ranking of more than 30,000 global brands based on their performance in the social space, to see how the biggest brands in social are faring.

Adobe 

Adobe went up 6 points on the Index this week primarily due to co-marketing efforts with the release of the Dark Knight Rises. An image of the Batman sign on Adobe Photoshop's Facebook page triggered a significant amount of new activity. 

The post centered around extreme billboard advertising, with one of the billboards featuring a Batman-shaped hole with the Dark Knight Rises release date below. Over 7,000 people liked the post while 1,500 people shared it with their friends.

While the images on Adobe Photoshop's Facebook page are interesting and draw high engagement from fans, the Batman image proves relevant for all interested in the new movie, comic or Christian Bale.

Scripps Network Interactive

Scripps Network Interactive, the lifestyle-oriented media company, rose 5 points on the Social Business Index this week, due to one of their key properties: the Food Network. The Food Network Facebook page is consistently updated with images of recipes, which draws extremely high engagement from fans and foodies. 

Foodies responded in overwhelming numbers on news from early this week about the Food Network Star season finale. The brand recognized the opportunity to keep engagement within the Facebook page, and asked fans to post their questions for the winner, Justin Warner, under a picture of the newly minted celebrity. 

Over 2,000 people left questions in comments, 200 people shared the post and over 6,000 people liked the post. This timely post satisfied fans excited about the victory and hungry to talk to the winner while keeping the conversation close to the brand. 

Editors note: The Social Business Index, a free ranking compiled by The Dachis Group, is based on the analysis the conversations on Twitter, Facebook, YouTube, and other social platforms. The index is based on the execution and effectiveness of businesses at driving outcomes such as brand awareness, content sharing, and advocacy.