The online professional network, LinkedIn announced its list of top influential brands from among its 364 million members worldwide. Technology companies headed the ranking with Microsoft taking top position. Other brands including Forbes, Harvard Business Review came in second and third place respectively. Aside from Microsoft, technology companies IBM, Hewlett-Packard, Google and Salesforce also made the top-ten list, indicating a stronger growing presence of these companies who practice an always-on strategy that is rooted in the quality of content.
Scoring brands from among LinkedIn’s 30+ million members in India, TCS, Wipro and HCL were named as most influential on the network. Infosys, Tech Mahindra and Housing.com took up the fourth, fifth and sixth spots respectively, while ICICI Bank, Tata Communications, Axis Bank and Biocon made up the rest of the top ten.
Commenting on the rankings, Ashutosh Gupta, Director, Marketing Solutions, LinkedIn India said, “Content along with the right context is the essential way to engage, educate and inspire an evolved consumer base. With consumers becoming more discerning about the quality of content and lives getting busier, content must be educational, yet original. In India, technology brands seem to be getting this right by focussing on subjects that people are eager to hear about.”
LinkedIn’s Content Marketing Score is used to decide the rankings and is calculated by measuring a brand’s unique engagement and dividing it by a brand’s audience. According to this CMS study by LinkedIn, the most effective brands use a mix of reach, frequency and engagement to boost engagement on the site.