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Alinean, an ROI and TCO research firm, just completed a study on which industries and companies were the most popular in social media and why.  Tom Pisello blogs about it.

The findings highlight distinct differences in popularity based on company practices and customer profiles, with many companies and industries displaying an enormous leveraging of social media versus peers. As social media grows in use, promotional power and business value, the most popular companies will have a distinct competitive advantage in revenue generation, marketing efficiency and return on marketing.

The study found that the companies that are the most popular overall in social media are centered in a few industries (on average), especially:

1. High Technology;
2. Consumer Products;
3. Retail;
4. Travel;
5. Media and Entertainment;
6. Hospitality;
7. Automotive.

Industries found to have companies with the least overall social media popularity (on average) include:

1. Energy;
2. Utilities;
3. Wholesale & Distribution;
4. Pharmaceuticals;
5. Healthcare;
6. Chemicals;
7. Professional Services / Service Providers.

The difference between most popular and least popular industries is dramatic, with the most popular industries being over 1,000 times as popular as the least popular industries. Within different industries, performance of individual companies is even more dramatic, showing the maturity and investment payoff (at least in terms of affinity) of certain companies versus others, and how far behind many individual companies are from the leaders.

Go to Tom’s Blog to see the entire post and to get access to the full study.