Iberdrola (with a 36.66% share of interactions), Acciona (20.63%) and Repsol (6.95%) led the ranking Epsilon Icarus Analytics Ibex35 2020, developed by Epsilon Technologies to measure the impact of companies on social media.
Santander (5.70%), Mapfre (5.10%), Telefónica (3.75%), Meliá (2.90%), Bankia (2.53%), Endesa (2.49%) and Aena (1.89%) completed the top 10. Regarding networks, Facebook was the one that generated the most interactions, although the greatest growth corresponded to Instagram, with 33%.
Of the almost 11.5 million interactions that were generated in 2020 on networks, 4.3 million were on Facebook, which fell 2% compared to the previous year to keep 45% of the total. Instagram, also owned by Facebook, accounts for 34% of interactions, followed by Twitter (11%) and Linkedin (9%). Interestingly, about 71% corresponded to energy companies.
In the opinion of Daniel DÃ © vai, CEO of Epsilon Technologies, “social networks were consolidated as one of the priority communication channels” in a year marked by the pandemic. “IBEX35 companies, and especially those in the energy sector, have opted to strengthen their presence in it,” he explained. “In general, they have been able to optimize their strategies very well through content that is more human, more visual, closer and more linked to current affairs”.
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