NEW YORK: The Walt Disney Company and Comcast are among the major brand owners that generated the greatest amount of social media content – and resultant consumer interactions – in January 2016.

Shareablee, the social analytics firm, assessed the activity – and consumer response – recorded by the top 25 brands in the S&P 500 financial index across Facebook, Twitter, Instagram and YouTube during the year's opening month.

And it found that these blue-chip marketers together registered 1.1 billion social interactions ("likes", shares, comments, retweets and dislikes) on the four featured digital properties, a 10% increase from the equivalent total in December 2015.

The Walt Disney Company – the entertainment conglomerate – witnessed the highest number of actions on this metric, with 294.8m such engagements overall.

Drilling down into the data, Shareablee reported that fully 102,376 content items (posts, tweets, media items and YouTube videos) were posted under the Disney brand in the same period.

Comcast – which, like Disney, boasts a portfolio spanning broadcast networks, theme parks and a film studio – logged the highest score here, with 127,548 pieces of material yielding 134.8m responses.

Looking at "actions per post", or the average amount of engagements secured by the typical content item, the top spot went to L Brands Inc. – the parent of retailers including Victoria's Secret, PINK and Bath & Body Works – on 50,003 engagements per post.

Second place on this measure went to Facebook itself, on 48,694, ahead of sports group Nike, in third with 20,979, then coffee giant Starbucks, with 20,975.

The organisation that posted the smallest amount of content among the top 25 S&P brands in January was Michael Kors Holdings, the fashion company, racking up a modest 214 social items. Starbucks, on 378, followed next in this category.
When considering the four social platforms as a whole, the number of consumer social interactions with content from these brands on Instagram rose by 14% month on month. This activity leapt by 12% on Twitter and 7% for Facebook, the study added.

Data sourced from Shareablee; additional content by Warc staff