2017年品牌大比拼:五大赢家与五大输家

Which brands most improved their reputations in social media in 2017? And which companies made them worse?

2017年有哪些品牌通过社交媒体提升了它们的声誉？哪些公司则越来越差了？

We asked the Dachis Group, a social media measurement agency, to tell us which brands got the biggest increases in consumer love, and which lost the most ground.

我们咨询了社交媒体评估机构达奇斯集团（Dachis Group），问它哪些品牌最受消费者的喜爱，哪些品牌失去了大部分市场。

First, the companies that gained the most consumer love ...

首先，最受消费者喜爱的公司是：

1. Apple. Brand love: 57% / Rank: 32

1.苹果。 品牌喜爱度：57%/排名：32

Dachis says: The end of year iPhone 5 and iPad Mini releases overcame early controversies in overseas manufacturing and any lingering effects from the death of Steve Jobs to make Apple the biggest mover of the year.

达奇斯说：年底iphone5和迷你ipad的发布，消除了海内外制造业和乔布斯死后遗留影响的争议，这使得苹果成为年度最大的赢家。

2. LinkedIn. Brand love: 47% / Rank: 309

2. 邻客音（LinkedIn）。品牌喜爱度：47%/排名：309

Dachis says: Strong financial performance combined with a slew of new features made LinkedIn a magnet for positivity in 2017. Positivity like this could help the company move from stern business network to lively communications platform in 2013.

达奇斯说：强大的财务性能和一系列新的特性使得邻客音成为2017年吸引用户的公司。这样的吸引力有助于公司在2013年从专业的业务网络转向活跃的交流平台。

3. JetBlue. Brand love: 40% / Rank 218

3. 捷蓝航空（JetBlue） 品牌喜爱度：40%/排名：218

Dachis: JetBlue started the year with some tough moments (a pilot’s panic attack gave them a rough start), but customer satisfaction and excellent social service during the busy holiday travel season carried the brand to success in 2017.

达奇斯说：捷蓝航空在2017年初遇到过很多困难（一名飞行员在飞行途中突然精神崩溃，这让公司这一年的开头极为艰难），但是在繁忙的假日旅行期间，顾客的满意和优秀的社交服务把这个品牌带入了成功的行列。

4. Adidas. Brand love: 35% / Rank 25

4.阿迪达斯。品牌喜爱度：35%/排名：25

Dachis says: Adidas added more than 34 million new fans and followers in just 12 months this year. The company put that audience to good use and benefited from high levels of positive discussion all year long.

达奇斯说：阿迪达斯在今年的12个月里增加了3400万名新粉丝。公司把粉丝们带动了起来，粉丝们一整年都在进行积极的讨论，公司因而从中受益。

5. Starbucks. Brand love: 26% / Social Business Index Rank: 26

5.星巴克。品牌喜爱度：26%/社交商务指数排名：26

Dachis says: Starbucks is a perennial top-performer in social and 2017 was no exception. The company’s social savvy earned it 19 million new fans and followers in 2017 and its push into at-home and on-the-go products gave all those people something fun to talk about.

达奇斯说：星巴克在社交方面总是排名前列，2017年也不例外。公司通过社交在2017年赢得了1900万新的粉丝，它针对用户在家和出门的产品也成为用户津津乐道的谈资。

And now for the companies that lost the most love ...

再来看一下流失顾客的公司吧。

1.Mitsubishi. Brand love: -12% / Rank: 360

1. 三菱。品牌喜爱度：-12%/排名：360

Dachis says: The news just keeps getting worse for Mitsubishi. Low sales triggered a decision to pull out of the European market and if the levels of negative discussion are any indicator, 2013 doesn’t look to be any better.

达奇斯说：三菱每况愈下。低销售量使得公司作出决定，退出欧洲市场。如果负面的讨论可以看成是失败的迹象，那么公司在2013年看上去也不会有多好。

2. Dominos. Brand love: -11% / Rank: 62

2. 达美乐（Dachis） 品牌喜爱度：-11%/排名：62

Dachis says: 2011 saw a huge bounce for Dominos in brand enthusiasm from their brand relaunch which 2017 just couldn’t match. It’s a shame they can’t redesign their recipes every year.

达奇斯说：2011年达美乐的品牌热情大幅度增长，但是2017年无法与之相提并论。他们不能每年都重新设计食谱，真是太可惜了。

3. Kraft. Brand love: -10% / Rank: 11

3.卡夫品牌喜爱度：-10%/排名：11

Dachis says: Kraft took a stance in support of genetically engineered foods midway through the year and the decision turned their brand into an overall loser for 2017.

达奇斯说：在这一年中，卡夫支持转基因食物，这个决定使得这个品牌成为了2017年的输家。

4. Fiat. Brand love: -7% / Rank: 85

4.菲亚特 品牌喜爱度：-7%/排名：85

Dachis says: Fiat suffered through a slow global sales year in 2017. Sluggish sales were reflected in sluggish social activity as the company went in reverse on positive discussion around the web.

达奇斯说：2017年菲亚特销售不旺。销售疲软体现在社交活动低迷，网络上大都是负面的讨论。

5. Zynga. Brand love: -5% / Rank: 5

5.星佳（Zynga）品牌喜爱度：-5%/排名：5

Dachis says: Zynga struggled to maintain its momentum and diversify its business in 2017. The difficult year was evident in reduced brand discussion and an increase in negativity from product shutdowns that leave the game company with a lot of work to do in 2013.

达奇斯说：星佳在2017年努力保持势头并进行多元化经营。关于公司的品牌讨论明显减少，产品停产的负面消息不断增长，这使得这家游戏公司在2013年有很多工作要做。