Starbucks tops list of best social media brands

A new study ranking brands based on their level of online engagement has named Starbucks the savviest brand when it comes to using social media.

The coffee-maker comes in ahead of Dell and eBay, which placed second and third, according to a study by analyst Charlene Li of the Altimeter Group. Li's study sought to find which brands best leveraged social media to interact with their customers, and judged the brands on their levels of interaction across 10 social media channels, including blogs, Facebook, Twitter, and discussion forums.

In addition to ranking the brands, the study found a correlation between social media engagement and financial success. Brands classified as "mavens" -- those with a presence on seven or more channels and above-average engagement -- were often more successful than brands with lower engagement across an equal number of channels.

The study also found that some brands are "selectives." These brands, such as H&M and Philips, are active across fewer channels, but still experience significant levels of interaction with consumers.