Another day, another Top Agencies List. However, this time, instead of the agencies (ad, integrated, digital, social, search, PR, brand……) being ranked by turnover, billings or people, the list is ordered by those that are most influential in social media.
The term ‘influence’ has been debated at length lately, and one of the tools vying for the position of the definitive measure is Peer Index. The tool is similar to Klout and claims to help you “understand your social capital”.
Peer Index uses three scores (authority, activity and audience) that are normalised to give a score. The normalisation is non-linear, so to get a score of 90 you need to be in the top 0.001% of the community. Peer Index starts by looking at your Twitter profile and the tool allows you to register to link up more of your online profiles and gain better analytics.
The Independent have used Peer Index’s List in the past to show who is hot and who’s not on Twitter, with Sarah Brown (@sarahbrownuk) topping the list.
Peer Index recently made the list function publically available and a few have sprung up. I thought I’d have a bit of fun by creating a list of the Top Agencies in the UK to see if there were any surprises.
I added all the major digital, social, search and integrated agencies with a digital slant that came to mind and had a look at which agencies appear on other Twitter users’ lists. At the time of writing this blog post, sixty agencies had been included.
Some agencies like giants Ogilvy and cool kids Made by Many shone brightly at the top of the list:
But there were also some of the big boys like McCann London and Mediacom languishing right at the bottom of the list.
The Top 20 Agencies currently looks like this:
|4||H&K UK team||14||Tamar UK|
|5||We Are Social||15||Agency Republic|
|6||glue Isobar||16||Brass Agency|
|10||McCann Erickson PR||20||Mother|
What do you think? Does this list indicate which agencies are managing to grasp social media and which aren’t?