Child's i Foundation ranks highly in list of top 'social brands'

Charity that works with children in Uganda is praised for 'compelling, true, authentic and transparent' social behaviour

Child's i Foundation
Child's i Foundation

The Child's i Foundation is the only charity to have been named in a list of the leading "social brands" put together by the brand consultancy Headstream.

The charity, which helps Ugandan children who have been abandoned as a result of poverty, disease and violence, was ranked 16th in the table.

The list was topped by the technology manufacturer Dell, with Nike Plus and Starbucks coming next.

The Top 100 Social Brands report ranks brands according to their ability to listen and respond to what people care about, as well as how they demonstrate "compelling, true, authentic and transparent" social behaviour.

The ranking was based on a nomination process on Twitter, which took place during November.

About 30,000 tweets were received by Headstream, with the nominated brands assessed on "their ability to start conversations, the engaging quality of the content they created and shared and the brand's responsiveness to comments or questions from the community".

This was followed up by the social media data analyst Brandwatch, which monitored each brand for a period of three months. It compiled data on the number of mentions of the brand and the "most topical sites where the brand was discussed". Based on this data, an "expert panel" gave each brand a score.

The Child's i Foundation was commended in the report for its use of video updates to "create an online community in which supporters can actually see for themselves the difference they are making".

The report says: "The way the Child's i Foundation is going about its work is a direct reflection of a strategic commitment revolving around true, authentic, transparent and compelling engagement with the community."

Lucy Buck, chief executive of the Child's i Foundation, said the charity's ranking was a "huge achievement and a testament to our wonderful community who have helped us become the charity we are today. It is our shared vision and ongoing dialogue that have helped us beat many other brands".

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